Step 2: Improve Your Open Rate

Goal: Maximize open rate (% of sent emails that eventually get opened)

Whether your guests open your post-trip email depends on how compelling your “From” name, subject line and preheader are.

 

Suggested “From” Names

Pick a “From” name that helps to establish your recipients’ trust and email relationship with you. You also want to avoid user-unfriendly names like “noreply” or “help”. Generally, you’ll want to include a name that identifies you as a representative of your business. Here are some suggested “From” names:

 

  • First name, Last name, Title (e.g. John Smith, GM at Hotel XYZ)
  • General Manager, Hotel XYZ
  • Hotel XYZ Customer Care

 

Suggested Subject Lines

It’s important to create a subject line that is compelling and unique. It is also helpful to include the name of your business to help the customer recall their latest experience.

 

Initial email

  • We invite you to review <hotel, restaurant, attraction>
  • Your visit to <hotel, restaurant, attraction>
  • You're invited to review <hotel, restaurant, attraction>
  • Follow-up on your recent visit
  • Please review us on Tripadvisor

Reminder email

  • Following up on your stay/visit
  • Following up on your stay/visit at <hotel, restaurant, attraction>
  • It's not too late
  • Don't forget
  • May we have your feedback?

You should avoid using subject lines such as, “Last Chance to Review”, as customers are always able to review on the Tripadvisor website.

 

Suggested Preheaders

The preheader in your emails helps the customer understand what information you are seeking. You are typically asking customers to share their experience or thanking them for their visit.

Initial email

  • What did you think of <hotel, restaurant, attraction>? Share your thoughts. Thanks!
  • Thank you for staying with us!

Reminder email

  • It's not too late. Tell us what you thought of <hotel, restaurant, attraction>

Again, it’s important to test which subject lines and preheaders work best for your business. Try different versions, measure the open rates, and pick the one with the best performance.