E-mail marketing is one of the most profitable tools compared to other advertising methods. The effectiveness of mailings is impressive – the average return on investment is $36 for each spent. How will e-mail marketing work in the Travel industry?
Most clients plan their trips in advance, leaving themselves time to prepare. Sending e-mails to potential customers becomes one of the most effective ways to encourage them to choose your company.
How to use emails in the tourism industry?
58% of people start their day by checking their email inbox. Even before they look at social media and news websites.
E-mail marketing in the Travel industry is effective and brings measurable results: 36% of people identified travel as an important priority on their list of expenses. There is someone to fight for.
The universality and high effectiveness of e-mailing can be observed: it is a tool that not only reaches a wide range of recipients, but also allows the delivery of personalized content, which is of key importance for customers’ decisions about choosing a specific travel agency or trip offer.
Attract and retain new customers:
E-mail marketing in the Travel industry is used to attract new customers and maintain contact with them. Send interesting content, inspiring facts about destinations and promotional offers, in other words, interest your recipients.
Provide detailed information and updates:
E-mail marketing in the travel industry not only informs customers about promotions or new offers, but also allows them to provide them with detailed, important information regarding their trip. How does it work?
1. Booking information: Booking confirmation emails are key customer touchpoints. By providing the customer with information about booking confirmation, you are able to confirm the order, which helps build trust in your company.
2. Itinerary updates and changes: Sometimes travelers need to make changes to their itineraries. This is the moment when e-mails can be very useful, providing information about changes in the itinerary or reservation, or, for example, in the case of delayed flights or changes in hotel location.
3. Important documents and tips: Emails may contain important travel documents such as airline tickets, hotel reservation confirmations, and tips on baggage and airport procedures. This makes your customers’ journey easier by offering them the information they need.
4. Building brand equity: Regular and relevant travel-related emails show that your company cares about your customer at every stage of the journey. By providing them with comprehensive and helpful information, you build trust and present the value of cooperation with your company.
Send promotional discounts and special offers:
Promotions, discounts and limited offers are extremely effective tools in email marketing in the travel industry. What are the benefits of this type of communication?
1. Encouragement to purchase: e-mails containing promotions or discounts are an excellent incentive for customers to make a purchasing decision. Limited offers or special discounts can convince those who are undecided to use your company’s services.
2. Standing out from the competition: Competition is fierce in the travel industry. Promotional offers in emails can make your business visible and attractive to customers. This is a chance to attract attention among the numerous offers on the market.
3. Maintaining engagement: Sending regular emails with promotions or limited offers keeps customers engaged with your offer. It is also a way to bring back customers who, previously intrigued by promotions, may become interested in your company again.
4. An effective conversion tool: Promotional emails can be a key element in the process of converting customers who are at the stage of interest but have not yet decided to buy. Promotional offers can be the deciding factor that makes them decide.
5. Building loyalty: customers who took advantage of attractive offers may become loyal to your company. Positive experiences with promotions may lead them to choose your service again in the future.
It is worth ensuring the diversity of offers and promotions, adapting them to different customer segments. This will not only increase efficiency, but also show that your company cares about the individual needs of each customer. Promotional e-mails are not only a way to increase sales, but also to build lasting relationships with customers.
4. Build relationships through social media:
In your e-mails, it is worth encouraging customers to contact your company through social media. You can invite them to follow your profile, participate in competitions or share their travel experiences, building stronger relationships.
5. Collect information and adapt content:
Collecting customer data allows you to better understand their needs. This allows you to design emails that are tailored to the specific preferences, interests or travel history of your recipients. Remember that Marketing Automation helps best with this.
6. Answer questions and offer knowledge:
E-mails in the form of guides, FAQs or travel tips allow you to present knowledge and expert information, which builds customer trust in your brand as an expert in the tourism industry.
7. Drive people to the site and encourage bookings:
Emails can be a great way to direct customers to your website where they can find more information and make a reservation. This is a great opportunity to increase website traffic and encourage people to take advantage of offers.
8. Personalized content:
Through personalized e-mails that are tailored to your customers’ preferences and travel history, you can increase their engagement and message effectiveness, showing that your offer is created just for them.
The effectiveness of e-mail marketing in the travel industry
People like receiving your emails.
Many people subscribe to email lists because they want to stay up to date with offers, news, and information about products or services that interest them. Therefore, when they receive emails that contain valuable content, promotions, or information related to their interests, they are more likely to open such messages and engage with the content.
Mobile devices allow travelers to constantly check email.
Smartphones allow you to access email from anywhere, anytime. This means that travelers can stay in constant contact with offers and promotions, even while traveling. For the tourism industry or any travel-related services, this is a huge opportunity to reach customers at a time when they are active and open to new offers.
Email marketing is still more effective than social media.
Despite the popularity of social media, email still has an advantage when it comes to effectiveness in reaching customers. People are more likely to respond to email offers and promotions because they can be more personalized and targeted to their specific needs.
Emails can be segmented
E-mail segmentation (implemented with the help of Marketing Automation) allows you to deliver content precisely tailored to the recipients’ interests. Thanks to this strategy, you can deliver content that is more relevant and interesting to specific audience groups, which increases the chance of attracting new customers and maintaining the engagement of existing ones.
Emails can be personalized
Email personalization goes a step further than segmentation. Thanks to it, you can deliver personalized offers, content and notifications that are tailored to the individual preferences and behavior of recipients. This builds stronger relationships with customers and increases engagement because recipients feel that offers are targeted specifically at them. You’ll get the most effective email personalization with marketing automation.
What emails should be used in the travel industry?
This is the first contact with a new subscriber. Sending a welcome email automatically is crucial because it has a high open rate. This is a great opportunity to present your brand, special offers for new subscribers and encourage them to set preferences for the messages they receive.
Invitation to contact us
Once you’ve sent your welcome email, it’s a good idea to continue building relationships by inviting subscribers to interact on various platforms. You can encourage them to visit your social media pages, website or encourage them to leave a review.
Emails related to occasions like birthdays and anniversaries are a great way to reward customer loyalty. You can send personalized offers, special discounts or rewards, which strengthens your customer relationships.
Newsletters are a great way to deliver valuable content, industry information, travel inspiration and offer updates. They may contain interviews, expert advice, promotions or information about new services.
Providing valuable information such as travel guides, travel updates, vacation planning tips and weather warnings allows customers to make better decisions and builds trust in your brand.
Confirmation emails, e.g. after booking, have a high open rate. This is a great opportunity to include additional offers, increase customer engagement, or provide additional information about your services.
Thank you emails
Thanking subscribers for their trust and loyalty is an important aspect of building relationships with customers. Additionally, you can ask them to complete a survey, which not only shows that their opinions are important, but also provides valuable feedback to the company.