Otherwise, 3rd-grade level is a good default. It’d be a good idea to elevate your writing. For example, if you’re located next to Harvard University like The Charles Hotel, your database is likely comprised of people coming to town for events related to one of the United States’ top universities. Of course, this will depend on what guest segment you’re targeting when composing an email. This reading level has a 36% and 17% higher response rate over emails written at a college reading level and high school reading level, respectively. The Boomerang study found that emails written at a 3rd-grade reading level performed best. Here are the basic points that are relevant to hotel marketers: But there are some great takeaways for email marketing, too. Not all emails involved were marketing emails – some were sales emails and internal communications. They can also drive engagement, develop a rapport with past guests, and make them more likely to book again in the future.īut what makes an email likely to get a response?īoomerang, a Gmail app that schedules send and email reminders, conducted research to see which factors result in the most email responses. Responses equate to directly attributable revenue – direct bookings, upgrades, amenity purchases, and more. Creating response-worthy email marketing messages is a valuable skill for hotel marketers.
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