Why Is My Email Marketing Failing?
Dear Dawn, I’m at my wit’s end. We’ve been running email campaigns for months, but open rates are embarrassingly low, click-through rates are worse, and conversions? Practically non-existent. I’ve tested different subject lines, switched up the copy, even tried adding “Urgent” (which made things worse). Is email marketing dead? Or am I just doing something wrong? HELP!
Email marketing is still one of the highest-ROI channels for guest retention, upselling, and driving repeat visits. There are several reasons why your email marketing could be failing:
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Your subject lines aren’t breaking through the noise. Most guests receive dozens of marketing emails daily from OTAs, restaurants, loyalty schemes, and local event guides. If yours looks like every other subject line in their inbox, it’s scrolled past without a second thought.
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Your content isn’t giving an immediate reason to engage. Readers skim in seconds. If the first few lines don’t give them a clear “what’s in it for me?”, they disengage. In hospitality, this often means failing to highlight a time-sensitive benefit, exclusive experience, or clear value from the outset.
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Your CTAs lack clarity and incentive. Guests click when they feel they’ll gain something specific and relevant—whether that’s a seasonal menu preview, a last-table offer, or a members-only discount. Vague “Click Here” links feel like a chore, not a reward.
Email success comes from combining guest psychology, clear value propositions, and frictionless calls-to-action, not just changing a few words and hoping for the best.
Next Steps
Icons or emojis can create a visual break in busy inboxes. Research shows a relevant red emoji (🔥, ⏳, 🚨) can lift open rates by up to 22%. But this only works when the emoji matches the content, e.g., a champagne emoji for a New Year’s Eve offer or a snowflake for a winter tasting menu. Overuse feels gimmicky and damages trust.
Instead of randomly swapping subject lines, set clear testing goals.
Try intrigue-led (“The cocktail our guests are still talking about”) against benefit-led (“Get 2-for-1 cocktails this Thursday only”) and measure open rate and click-through, not just one metric.
In hospitality, click-through often matters more; it signals real intent.
Use short paragraphs, bolded key points, and bullet lists. Hospitality readers want to know:
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What’s the experience?
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When is it available?
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How do I book?
Structure so they can see this at a glance, whether on mobile or desktop.
Weak: “Click Here” or “Learn More.”
Strong: “Reserve Your Afternoon Tea Table” or “Unlock Your Complimentary Room Upgrade.” The best CTAs complete the sentence: “I want to…” and feel like the next natural step for the reader.
Use guest history, location, or previous booking behaviour. Example: “Sarah, the table by the window is yours this Saturday” or “Your next coastal escape awaits in Devon.” True personalisation makes guests feel seen, not segmented.
Send event promotions when guests are most likely to be planning (e.g., Tuesday evenings for weekend dining offers, Sunday mornings for short break packages). In hospitality, timing can double engagement without changing a single word in the copy.
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