The travel sector is one of the top industries for maximizing email marketing. Offering aspirational material on vacation is a long cry from attempting to engage people in pipe repair, so you have great creative freedom; for example, you can send subject lines that invoke curiosity or videos that connect with your audience.
However, creativity has its limitations. Without robust, data-driven tactics, you will send out emails that no one will ever read, never alone click on. However, by guiding your creativity via tools, you may optimize your internal procedures and provide a client experience that is simple and enjoyable.
This is why we will discuss seven email marketing methods for travel companies that can assist you in building solid connections and increasing sales.
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Why Is Email Marketing Appropriate For The Tourism Industry?
Here are 5 reasons why many travel businesses utilize email marketing for tourism as their primary medium of consumer communication:
- It allows you to convert warm, high-quality leads into consumers and brand champions. In particular, 87% of marketers believe that email is the most successful method for lead creation.
- It enables your travel business to give consumers trip-related information and updates automatically.
- It allows you to produce suitable options based on your subscribers’ past behavior.
- It offers a significant ROI at an affordable price, up to $38 for every $1 invested.
- It achieves high open & click-to-open (CTO) ratios, while unsubscribes & spam complaints stay minimal.
The travel and tourism sector was most severely affected by the COVID-19 epidemic. The industry is still in recovery mode, but the unpredictability of new versions saps its strength. Now, enterprises in this area have the issue of marketing to customers who are more hesitant to make travel arrangements. Consequently, firms need to spend their marketing money on strategies with significant returns.
This post will demonstrate how to leverage email marketing for tourism to get a substantial return on investment from your marketing initiatives.
How to Market Travel and Tourism Through Email
Potential consumers are eager to travel again, but the sector-wide uncertainty may prevent them from making reservations. In addition to marketing your company, utilize email to educate and enlighten passengers. This will go a long way toward reducing the uncertainty. Here are some great tips for email marketing for tourism that you can follow.
1. Utilize Segmentation and Individualization
When it comes to tastes, each traveler is unique. As a result, email blasts and bulk mailings can only go so far when it comes to regaining clients. To achieve success, you must provide unique messages to each individual consumer.
The first step towards personalization is segmentation. You have abundant data in your system to assist you with consumer segmentation. Using a customer’s past trip reservations as an example, you may split them into several vacationing groups or categories, such as:
If you’re new to the game and still need to collect this information, or if you have new customers joining the system, all you need to do is send a post-purchase email survey inquiring about the purpose of travel.
You might also segment clients depending on the countries they wish to visit and the sort of offer they prefer (early bird or last-minute deals). This enables you to send hyper-personalized communications with information about travel and lodging packages tailored to each customer’s tastes and requirements.
2. Create Demand By Arousing Curiosity
Segmentation allows you to comprehend the characteristics and demographics of each sort of tourist. If a customer consistently plans more relaxed holidays, like beach stays or all-inclusive excursions, you might send them offers for spa packages or happy hours in their destination. By matching these details to the tastes of clients, you may stimulate demand, pique their attention, and provide them with individualized service they won’t soon forget.
This strategy might strengthen your relationships. You may reach out to local companies in the regions where your clients are booking accommodations and offer to promote them in return for a percentage of the revenues.
3. Implement Automated Workflows
Capturing curiosity is one thing; turning that interest into a vacation reservation is another. Typically, you must send many emails to prospective travelers in order to turn their curiosity into a transaction. To thrill and persuade them to purchase a trip package, you must remain in contact by delivering them pertinent information.
A booking does not terminate the engagement. You may stay in contact with your customers by providing them with travel-related information, such as weather forecasts and restaurant suggestions. These interactions occur through several email formats, including:
- Welcome emails
- Landmark emails
- Invitations to engage
- Emails with relevant data
- Email verifications
- Thank you emails
Consider if you had 1,000 consumers to engage; manually sending them emails would be laborious. In addition, it would take a lot of work to determine who should get which email type and when. Email marketing for tourism comes into play here.
For instance, you might build a nurturing campaign in which individualized welcome emails are sent to new subscribers. The algorithm may then send them an invitation to interact with you on social media outlets a few days later. Alternatively, you might build a series to advise clients of protocol changes or provide destination-specific information.
“Building email programs via automation not only saves the email marketer time but also generates the potential for additional conversions when we’re not actively delivering single-email broadcasts,” explains Ali Fuller.
Marketing automation handles all communication tasks, allowing you to concentrate on other elements of your travel business.
4. Direct Your Content Marketing Efforts
Content is one of travel firms’ most significant email marketing methods since it inspires clients to take action. As travel expenditures are far higher than, say, clothing, email marketing for tourism depends more heavily than other industries on quality content.
Examples of content marketing that are effective include:
- Travel guides
- Advice on several sorts of travel
- Top restaurants ranking articles
- Activities per month
Consider producing a teaser that connects to a larger piece on your blog or videos and picture albums on social media as an alternative to travel agent email ideas that include a whole article. This is perfect for newsletters in which you want to contain many articles or fascinating features without sending a 5,000-word email.
Therefore, the content of your email should be concise and to the point. Examples of travel agency e-mails that link to lengthier material might include phrases such as “What has New York been concealing all these years? Learn more here.”
However, it is very difficult to convince individuals to act without a call to action (CTA). Your CTA may send readers to anything you choose, whether it is a piece of content or a downloaded PDF requiring them to complete an interest survey. With a robust CRM and email marketing automation, you can track the performance of your emails and do A/B testing to optimize your strategy.
5. Work With The Right Tools
Great! You have a variety of email marketing techniques for travel firms, but how will you use them?
You may download a CRM to keep your contacts and an email designer to complement your website builder, communications hub, and anything else you need. However, there is a better method! With Bitrix24, you have access to everything you need to implement your email marketing for tourism on a single platform. No more moving between platforms in the hopes that your fragile integrations will hold. With everything completely integrated into an intuitive interface, you may simplify your technological solutions.
Your robust CRM and statistics do all the arduous work in the background, allowing your consumers to enjoy their journey without worry. As you observe their behavior, you may change your offerings to create the greatest possible experience.
Start with email templates and adapt them to your brand and service. Over time, you will amass a stockpile of your own templates that are immediately deployable (when automation isn’t handling it, of course!).
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Email marketing for tourism is efficient and cost-effective, making it essential to your company’s success. However, you will not get your desired outcomes if you do not segment your list and create email sequences with an appropriate message.
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