What are the best email copywriting practices for hospitality businesses?

2 Define your goals

The second step to writing email copy that works is to define your goals and how you will measure them. You need to have a clear purpose for each email you send and a way to track its performance. For example, your goal could be to increase awareness, to generate leads, to convert bookings, to upsell services, to reduce cancellations, to improve satisfaction, or to encourage referrals. Depending on your goal, you can use different metrics such as open rate, click-through rate, conversion rate, revenue, or retention rate.

3 Use a catchy subject line

The third step to writing email copy that gets opened is to use a catchy subject line that grabs your customers' attention and entices them to read more. Your subject line should be short, clear, relevant, and compelling. You can use various techniques to make your subject line stand out, such as using numbers, questions, urgency, curiosity, personalization, or humor. For example, you can use subject lines like "Last chance to save 50% on your dream vacation", "How to plan the perfect getaway in 3 easy steps", or "You won't believe what we have for you".

4 Write with a friendly tone

The fourth step to writing email copy that connects with your customers is to write with a friendly and conversational tone that reflects your brand personality and values. You want to sound like a human, not a robot, and build trust and rapport with your customers. You can use words and phrases that show your enthusiasm, gratitude, empathy, and professionalism. You can also use personal pronouns, contractions, and colloquialisms to make your email more informal and relatable. For example, you can write "We're so excited to have you as our guest", "Thank you for choosing us", or "We hope you're having a blast".

5 Highlight your value proposition

The fifth step to writing email copy that persuades your customers is to highlight your value proposition and how it benefits them. You need to answer the question "What's in it for me?" and show your customers how your offer solves their problems, meets their needs, or fulfills their desires. You can use bullet points, subheadings, or bold text to emphasize your key points and make your email easy to scan. You can also use testimonials, reviews, or social proof to back up your claims and increase your credibility. For example, you can write "Here's why you'll love staying with us", "Don't take our word for it, see what our guests say", or "Join thousands of happy customers who trust us".

6 Include a clear call to action

The sixth and final step to writing email copy that drives action is to include a clear and compelling call to action that tells your customers what you want them to do next and why they should do it. Your call to action should be concise, specific, and actionable. You can use verbs, colors, buttons, or links to make your call to action stand out and easy to click. You can also use urgency, scarcity, or incentives to motivate your customers to act fast and avoid missing out. For example, you can write "Book now and save 20%", "Claim your free upgrade today", or "Refer a friend and get a $50 voucher".