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New year, new plan! How travel companies can achieve success with email marketing in 2016

With a new year come new goals and a new marketing plan, so the moment has come to compare your results from 2015 to those of your industry and identify areas where you’re lagging behind. What’s more, with the winter holidays gone, most people are dreaming of their next holiday, making right now the perfect time for travel companies to capture attention and convert subscribers.

Among the top industries for return on investment from email marketing

With only eight percentage points separating them from the top position (currently at 75%), the outlook for the Travel industry’s email ROI is very positive. What’s more, they are leading the way in terms of perceived email performance with 56% of companies in this sector rating it ‘excellent’ or ‘good’.

travel email marketing performance

With such encouraging results, you need to make sure you make the most of this channel. Start by looking at your reports from last year and get inspiration from real success stories in the industry. Case studies could give you ideas you hadn’t even thought of!

Mobile optimization and success with automation support reported performance

When asked whether they optimize email marketing for mobile devices, the travel industry comes a very close second with 30% of companies engaging in this practice. This is only 1% away from the top position taken by Publishing. Travel companies also seem to be riding the success wave of implementing automated email programs, just slightly behind the leader, Tech and Telecoms.

travel email automation success

Mobile optimization is not a new topic in our industry, so if you haven’t taken the plunge yet, there’s no excuse not to catch up with your peers. Automation can take more time to get right than mobile optimization because of the different iterations you need to go through until you find the right formula for your audience. But don’t let that discourage you: Beachcomber switched from a one-off welcome email to an automated series and increased their email-driven website traffic by 15%.

Use of Email Service Provider (ESP) functionality and relationship

What is impressive is that travel companies are the first to profess their love for their ESP with 54% of them being satisfied with their service and technology. This is despite the fact that they use less than half of their ESP’s functionality. With results as above, it wouldn’t be outlandish to assume that this positive relationship would only grow if they were to use even more of the capabilities at hand.

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