Whether you’re sending booking abandonment, confirmation or post-stay follow up emails – the facts stay consistent: great email subject lines result in opened messages; poor ones may be deleted without being read.
NB: This is an article from CartStack
While it’s important to put time into crafting awesome content for your email campaigns, do not overlook the importance of your subject line. The results of your email marketing campaign will drastically differ based on the subject line used – and this is especially true for booking abandonment campaigns.
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The term booking abandonment comes from shopping cart abandonment, a common problem for eCommerce stores. It refers to online shoppers that begin the checkout process but do not complete it. Many online retailers and hotels suffer from high cart abandonment rates and revenue drain due to abandoned shopping carts.
When it comes to booking abandonment, hotels lose out in a big way:
- Nearly $16 billion in lost revenue annually
- Unrealized guest relationships
- Increased marketing spend
Booking abandonment emails are the solution to this problem, as they help re-engage travelers that have started the booking process but didn’t complete it. But before you hit send, you’ll need an email subject line that is up to snuff.
Why Your Email Subject Line Matters
Your email subject line is your first opportunity to make a good impression and persuade someone to open your email. In fact, 64% of people say that the subject line is what influences their decision whether to open an email or not.
Think about it from your own perspective. When you’re scanning your inbox, what types of subject lines stand out to you and make you want to click? Chances are, it’s something that’s interesting, helpful, or both.
On the other hand, a boring or spammy subject line is likely to get your message deleted without even being opened. As much as 69% of email users say they report emails as spam based solely on the subject line.
