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The Most Engaging Email Subject Lines That All Travel Marketers Need In 2022

23 May 2022
by Force24

Subject lines: one of the hottest topics in the email marketing industry. And with the power to make or break your digital marketing campaigns, this comes as no surprise.

Think of them as your first CTA – enticing subscribers to engage with your email comms begins with the preview that lands in their inbox. With the perfect pairing of a snappy subject line and alluring preheader, your open rates have the potential to increase tenfold.

And as we approach the summer months after a prolonged period of uncertainty – not least in the realm of travel restrictions – it’s a crucial time for brands to nail their email marketing strategy. From seasonal hooks and incentives to FOMO (fear of missing out) and hyper-personalisation, there are a whole host of tried-and-tested tools you can leverage to supercharge your own subject lines.

So, if you want to offer an engaging travel marketing campaign – whether you’re advertising Blackpool seafront or Bondi beach – you’re in the right place. Here are five tips to consider moving forward…

1. Make It Personal

If you take anything away from this blog, let it be this: email personalisation is essential if you want to pique the interest of customers in today’s marketing landscape. Let’s face it, tonnes of messages make their way into every inbox each day, so you need to craft something that can cut through the noise.

But this doesn’t just mean sticking the recipient’s name in and job’s a good ’un. It’s about tapping into valuable data analytics and understanding the of-the-moment needs and interests of your customers and prospects, so you can tailor content accordingly. If you’re targeting a student seeking a budget holiday, for example, you might go for something like ‘Low-budget destinations in Delhi’. Or, if you know someone regularly frequents the French capital, you could opt for ‘Paris wants a rematch’.

If you don’t have this insight, consider prompting recipients to complete their profile via a preference centre. It’s best to be upfront so you can craft fun and thoughtful digital comms with relevant subject lines that impress and convert.

2. Keep it Short And Sweet

It’s important to consider how your subject lines might appear on different devices. While desktops might support circa 20 words before adding an ellipsis to the end, mobiles will only show a quarter of this before forcing recipients to tap into the email to view the full text – which, let’s be honest, they’ll rarely care enough to do. And with the latter being used most commonly to access emails, it’s clear which length is more likely to boost your conversion rate.

So, to optimise your travel marketing emails, brevity is key. Too much text in the subject line and preheader can overwhelm an already packed inbox, burying your lead and detracting from engagement. While it might not be easy to go from double digits to five words instantly, you should condense your subject lines as much as possible, using them to tease the content of the email rather than lay all your cards on the table – think ‘Discounts waiting inside…’ and ‘Our hottest summer destinations’.

3. Don’t Overdo The Urgency

Make sure to be tasteful and strategic with punctuation in all of your subject lines. Unnecessary capitalisation and multiple exclamation marks have the potential to annoy recipients and force them to unsubscribe from your digital comms altogether.

Of course, there are instances where urgency is appropriate – if a discount is only available for a limited amount of time, for example – in which you might say something like, ‘Hurry! Offers expire midnight!’ or ‘DO NOT miss these bargains!’

Often, travel marketers might even find success in adopting the complete opposite of urgency. Have you ever been told not to do something? It makes you want to do it even more, right? That’s a strategy that can actually gain you more opens than you might expect. Perhaps you could try a tactful, ‘Don’t open this email!’.

4. Add Character

Travel is fun and exciting, so your email subject lines should reflect just that. Don’t be afraid to get creative and add some character – from idioms and colloquialisms, to emojis and humour, there are so many ways to add nuance to your digital comms. Here are some favourites from the Force24 team:

  • European destinations waiting: 18

  • Uh-oh, your deal is expiring!

  • 🔥 Hot offers are waiting

  • We saw you browsing 😏

  • Fancy an extra night for FREE?

  • Tropic like it’s hot 🌴

  • Meet Australia’s most in-demand villa

  • It’s a flash sale party, and you’re all invited

The options are truly limitless!

5. Write Your Subject Line Last

Before you attempt to craft an excellent subject line, it’s important that you have a full picture of what you want to achieve and explain. Unless you’ve already drafted the email copy and selected accompanying snippets and headlines, it can prove difficult to distil your entire travel marketing campaign into a handful of words.

Of course, there are instances where a killer subject line almost writes itself in the early stages, but it’s often best to wait until you’ve finalised every other piece before delving into preview text.

Wrapping Up

Different subject lines will work a treat for some, and not so well for others. The key thing to remember, is that listening to your email recipients will tell you everything you need to know.

Did your recent campaign on romantic Valentine’s Day getaways fall flat? Tap into key insights and see if your open rates might have been the issue. Maybe your recipients aren’t enticed by emojis, or maybe they're seeking something a bit more personal. If you’re not monitoring the behaviour of your customers and prospects and adapting your digital comms accordingly, you risk losing them altogether.

Keen to supercharge your travel marketing campaigns and email engagement even further? Discover more about the role of automation and how our award-winning Force24 platform can help you regain control, by calling: 0845 272 5990 or emailing info@force24.co.uk.



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