Travel Marketers to Refine Their E‑Mail Tactics

Consumers may be ready to take vacations this summer but they won’t be looking to spend a lot of money. This financial reality makes travel marketing particularly challenging. However, there are ways to streamline e‑mail campaign tactics to improve rates of return on marketing expenditures. According to a recent report by The Relevancy Group, nearly 1/​3rd of e‑mail marketers claim that churn on their lists is a top problem. When an e‑mailer is working from a list that contains old addresses, the rate of return on any campaign falls.

While travel marketers will be cleaning up the names and addresses on their lists, nearly 40% of these businesses also cite the following goals for this year:

  • Share e‑mail with social networks
  • Combine Twitter and e‑mail metrics
  • Measure social influence of subscribers
  • Target e‑mail subscribers based on social influence

And the report indicates that travel marketers can build loyalty by communicating with customers via pre and post-​stay e‑mail messages. These businesses can enrich their customer database with personalized information “to identify at-​risk customers” and well as customers who may be likely to travel with them again. By doing so,  travel marketers can segment e‑mail communications to improve relationships with customers. The Relevancy Group points out that marketers who take these approaches are likely to become more competitive than operators who don’t and in this economic environment the right strategy could ensure long-​term survival.

[Source: Connected Marketing for Travel Providers. The Relevancy Group. 6 May 2010. Web 19 May 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.