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Business, Marketing
26 Jun 2024

Top 6 Tips for Creating an Engaging Email

By Daniel Turner

4 minutes read

When you’re in an industry like hospitality, you are constantly competing for your customers’ attention from other restaurants, pubs, and hotels. Crafting an engaging email can make all the difference and help you to reach your customers, and keep them coming back.

At our digital marketing agency, we specialise in helping hospitality businesses thrive. Here are our top six tips to ensure your emails capture attention and drive results.

1.Craft a Compelling Subject Line

The subject line is the first thing your recipients see, and it determines whether they will open your email or ignore it. Consider your audience’s interests and current trends in the hospitality industry. Also, you need to think about what noise they will be getting from your competitors and think of ways that you can stand out. These must be reflected in your subject line. For example, a subject line like “Exclusive: 20% Off Your Next Meal at [Your Restaurant’s Name]” is direct and enticing. Remember to keep it short, personalised, and intriguing.

2. Personalise Your Content

Personalisation goes beyond addressing the recipient by name. Leverage the data you have about your customers to tailor the content to their preferences. For instance, if you know a customer frequently visits your pub for quiz nights, send them emails about upcoming quiz events. Use dynamic content to show different images or offers based on customer preferences, ensuring each recipient feels valued and as if you were talking directly to them.

3. Tell a Story

Hospitality is all about experiences and stories. Use your emails to narrate the stories behind your restaurant or pub. Share the journey of your establishment, introduce your staff, or highlight the origin of your special dishes. Storytelling not only humanises your brand but also creates an emotional connection with your audience. For example, a chef’s story about sourcing local ingredients can make your menu items more appealing. This is what keeps customers coming back and separates you from other establishments.

4.Include Eye-Catching Visuals

In the hospitality industry, visuals play a crucial role in enticing your audience. High-quality images of your dishes, drinks, and ambience can significantly enhance your email’s success. If people see a delicious dinner they have to try or a group of friends enjoying an activity they want to be doing they’re more likely to connect with your email. Ensure your images are vibrant, well-composed, and relevant to the email’s content. Videos can also be a powerful tool, such as a short clip of a mixologist crafting a signature cocktail at your pub. Visual content should be optimised for quick loading to avoid frustrating your recipients.

5. Offer Exclusive Deals and Incentives

One of the best ways to engage your audience is by offering something valuable. Exclusive deals, discounts, and incentives can drive immediate action. For example, you could provide a limited-time discount on a new menu item or a complimentary drink for customers who visit your restaurant within a certain period. Make sure these offers are clear, time-bound, and easy to redeem. Exclusive deals not only reward loyalty but also encourage repeat visits.

6. Create a Clear Call to Action (CTA)

Every email should have a clear, compelling call to action. Whether you want your recipients to make a reservation, attend an event, or take advantage of a special offer, your CTA should stand out. Use action-oriented language like “Book Now,” “Claim Your Discount,” or “Join Us This Weekend.” Position the CTA prominently within your email and ensure it’s easy to click, even on mobile devices. Don’t make an email so long that customers have to scroll to get to your CTA, they should be able to take action immediately if they want to. A strong CTA guides your audience towards the desired action and measures the effectiveness of your campaign.

Effective email marketing is a powerful tool in the hospitality industry, enabling restaurants, hotels, and pubs to connect with their audience on a personal level. By crafting compelling subject lines, personalising content, telling engaging stories, including eye-catching visuals, offering exclusive deals, and creating clear calls to action, you can significantly enhance your digital marketing efforts.

We specialise in digital marketing for pubs, restaurants, and hotels and understand the unique challenges and opportunities of the hospitality industry. We are here to help you create engaging email campaigns that not only captivate your audience but also drive tangible results. Contact us today to elevate your email marketing strategy and make your restaurant or pub the talk of the town.


Daniel Turner


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