We know how tricky writing subject lines can be. Here we highlight a few subject line insights to help inspire your next campaigns. For many hotel marketers, the most challenging part about creating an email is coming up with a compelling subject line that gets opened. But it doesn’t have to be hard if you just consider The tips below.
Read through the article or use the links to jump to the subjects that interest you most
- 8 subject line tips
- 10 high-performing subject lines
- 10 subject lines for groups or meetings
- Wedding subject lines
- Holiday subject lines
Subject line tips
- Evoke curiosity
Humans are naturally curious creatures. As such, subject lines that hint at discovery are often great attention-grabbers. Try to frame your subject lines in ways that show there is something to be discovered, such as “Here’s the only reason you need to visit Maui this summer.”
However, be careful not to hint at something that doesn’t get followed up on within the body of the email itself. If you over-promise and under-deliver, then you will taint your credibility and your recipients are less likely to engage with your next email.
- Create urgency
A study conducted by the Email Institute found that establishing a sense of urgency and exclusivity can generate a 22% higher email open rate. When people feel a sense of urgency, decisions are more likely to be made and faster. A great example is “The clock is ticking on our biggest sale of the year!”
However, creating a sense of urgency is only effective when it’s backed by relevance and value. People don’t want to feel like they’ve missed out on a great offer, but if your promotion has more blackout dates and restrictions than available dates, once again, your credibility is on the line.
- Use numbers
Including quantifiers in your subject lines is a great way to draw the eye of recipients to your emails. Subject lines with numbers e.g. “5 reasons to visit us this fall” see on average a 45% higher open rate. Numbers are also a great way to create urgency. Try combining the two tactics to craft a subject line that gets noticed. Example: “Hurry! Only 5 days left to book for 30% off!”
- Personalize and localize
Leverage merge tags to incorporate a guest's first name, city or even their preferences gleaned from customer data. This personalized approach not only adds an intimate touch to your email but also strengthens the connection by aligning with the customer’s specific interests. These personalizations could boost email open rates by as much as 22%.
- Ask a question
Asking a question has also been proven to increase open rates. This works to spark curiosity among the recipient as well as stand out in a crowded inbox.
Again, make sure your email delivers on whatever is being promised within the subject line. If your subject line is “How about a little R&R this summer?” for example, then your email content should allude to that theme somehow.
- Using emojis in Subject Lines
Using emojis in subject lines not only has the potential for higher response rates compared to traditional emails but also serves as a compelling and attention-grabbing strategy. Refraining from incorporating emojis might mean missing out on an opportunity to captivate your readers, impacting your email open rates and hindering increased engagement with your campaigns.
Considering the diversity in guests' use of different email software types and versions, it's important to note that while Revinate supports emoji usage, it is not guaranteed that emojis will consistently display correctly across all email software types and versions.
When contemplating the inclusion of emojis, it's essential to envision how the email would appear if the emoji fails to render.
Emoji Subject Line Examples:
Our 72-Hour Flash Sale Starts Now ⚡
Hurry - Don’t Miss Out on Our Exclusive Sale ⏳
Come and Celebrate National Pizza Day 🍕🍕
Book Your Spahhhh Getaway 💆
A Special Letter from our GM 🎊
- Preview Text
Always add subject line preview text for the extra push to encourage your guests to open your email. If you do not add a preview text most email service providers will pull the first text from your campaign copy into the preview text, most often the first text is “view in browser” like the example below.
- Test, test and retest!
Use A/B testing to determine which subject line and preview text gets the highest open rate. Review your results often and adjust accordingly.
A/B testing is included for Marketing Pro customers. If you want to upgrade your Starter account for this feature please contact your Sales Representative or sales@reviante.com.
10 high performing subject lines
- Subject line: Hurry, 40% Off Summer Ends in 1 Week!
Open rate: 23%
Why we love it: Always smart to add a sense of urgency to any big sale. - Subject line: One Last Summer Blast – Last Day to Save
Open rate: 22%
Why we love it: Who doesn’t want to take advantage of the last days of summer? - Subject line: Here’s how to master the art of the quick getaway…
Open rate: 21%
Why we love it: Curiosity = peaked - Subject line: Back To School Sale – Up to 40% Off Summer
Open rate: 20%
Why we love it: Everyone is talking about “back to school.” Always a good idea to be a part of the conversation. - Subject line: There’s Still Time For A Summer Vacation! Up to 35% Off
Open rate: 16%
Why we love it: A generous deal and a last chance to get away. Sign us up! - Subject line: A Year in review
Open rate 55%
Why we love it: At the end of the year there are many companies talking about their year in review, it peaks the interest of guests to see what’s been happening at your property. - Subject line: Our best rates of the year are ending soon
Open rate: 45%
Why we love it: It creates a sense of urgency for your guests. - Step into our holiday wonderland
Open rate: 79%
Why we love it: If someone is planning a holiday getaway they will certainly want to know what is on the agenda at the hotel. This subject line suggest exactly that. - Your Black Friday offers have arrived - take a look inside!⏰?️
Open rate: 45%
Why we love it: Urgency and curiosity! - Book your Summer Holiday Now and Save 20%
Open rate: 43%
Why we love it: Consumers love numbers and better yet, discounts.
10 Subject lines for groups or meetings
- Work together, play together @the{Hotel Name}
- Reimagine your next meeting
- A Special Offer for Your Next Meeting
- Attention Meeting and Event Planners
- Book your Group Meeting Today and Save XX%
- Book This Meeting Package and SAVE!
- Strengthen your team at {Hotel Name}
- Upcoming Holiday Party: Special Offer for your Event
- Book your Epic Party Today
- Exclusive Group Meeting Offers
Wedding subject lines
- Say Yes to a [Destination indicator ex: Seaside, Waterfront, Mountainside] Wedding
- Begin a Lifetime of Love at [Name of Hotel]
- Toast to Happily Ever After in [Location, ex: Hawaii, Wine Country, Big Sky, etc.]
- Celebrate Your Love in [Location, ex: Hawaii, Wine Country, Big Sky, etc.]
- Finding the Perfect Venue for Your Big Day
- The Most Romantic Time of the Year
- Forever Starts at [Name of Hotel]
- A Summer Wedding is a Beautiful Season for Tying the Knot
- Unforgettable Weddings
Holiday subject lines
If we look at the most commonly used phrases in subject lines, they align pretty closely with the upcoming holiday season: New Year, Black Friday, Cyber Monday, etc. However, how closely do those phrases line up with actual open rates? To find out, let’s look at the data on open rates.
Now let’s look at which phrases saw the most success. Of the most used phrases, the following, when included in a subject line, produced the highest open rate. Because we’re strictly looking at the subject line (and not the contents of the email), open rate is the most appropriate metric. Here are the top 5 phrases when sorted by open rate.
It’s no surprise that the most potent subject lines focused around Cyber Monday/Monday Savings (often combined in the subject line) and Black Friday the two biggest sale days of the year. These days are strongly associated in the minds of the public with great deals, so take advantage of that connection.
The other holidays (New Years, Christmas, and others) still rank but are lower on the list. That’s not to say they aren’t important. And a good email marketing strategy will cover all of them.
But there are some more general lessons we can learn by exploring this top five. We always recommend you create a sense of urgency with your subject lines, and “ending soon” does just that. You don’t want to pressure your guests, but you do want them to feel like they should take action right away. The other lesson here is the power of exclusivity. “Something special” gives the impression to your guest that this isn’t an ordinary offer for ordinary folks, and that helps convert.