![\"header-emailguide-strategy-selection\"\/](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/header-emailguide-strategy-selection.jpg\")
<\/figure><\/div>\n\n\nChapters:<\/b> Travel and tourism companies are expected to offer a smooth customer experience. This is why your best bet is to bring marketing, life-cycle, and transactional emails to work together. Ideally, you need an email solution that allows you to create and send all of them.<\/p>\n\n\n\n Here is a quick overview of the different email types:<\/p>\n\n\n\n Transactional and Marketing work together in your email strategy.<\/b> By making sure your marketing and transactional emails have the same branding, your customers will trust they are communicating with one company. A company that has a clear and distinguishable brand identity.<\/p>\n\n\n Transactional and many lifecycle emails are \u201cevent-triggered\u201d automations. The travel and tourism industry has a proven high engagement with these types of emails.<\/p>\n\n\n\n Customers are eager to make sure their experience is as smooth (well organized) and enjoyable as possible and are more likely to open emails related to their purchase. This typically leads to greater engagement with emails related to the product or service being offered.<\/p>\n\n\n\n Customers expect (and read!) automated emails from airlines, hotels, booking sites, and tour operators because these provide information or ask them to complete their bookings, add profile details, or check in.<\/p>\n\n\n\n We will show you travel and tourism email campaign examples that you should include in your travel and tourism email strategy. With each, we highlight what you need from your ESP to make them a success.<\/p>\n\n\n\n But first, what should you look for in email marketing software for the travel industry?<\/p>\n\n\n\n <\/a><\/p>\n\n\n\n In evaluating your email marketing software, there is nothing as handy as a \u201dpacking list\u201d with features your email marketing software needs to offer. Remember, email marketing is a powerful channel. The main decision will be to what degree an ESP allows you to build lasting relationships with your customers, drive conversions, and increase your ROI.<\/p>\n\n\n\n Here is our \u201cpacking list\u201d of top must-haves for an ESP in the travel industry.<\/p>\n\n\n\n It is not all about the email marketing software, the ideal ESP should also have:<\/p>\n\n\n\n <\/a><\/p>\n\n\n\n Marketing emails are vital for the travel and tourism industry, as they can have a massive impact on the reader. The right marketing communication can convince subscribers to book that holiday they\u2019ve been dreaming of for a long time or inspire that last-minute booking. Newsletters are unmistakably core to any email marketing strategy, but especially in the travel industry.<\/p>\n\n\n\n Fantasizing about city breaks and beach vacations is something we\u2019ve all done at some point. People may consider taking a vacation all year round, with peaks and dips, but we don\u2019t know exactly when the decision will be made. That\u2019s why creating regular emails to keep in touch with them and promote your destinations will allow you to entice your contacts and be there when they need it.<\/p>\n\n\n\n People won\u2019t book a trip every time they get your newsletter. But by sending out content that adds value and that they enjoy reading, you will keep them top-of-mind, and they\u2019ll probably think of your company once they\u2019re ready to book their trip.<\/p>\n\n\n\n Content to include in newsletters:<\/b><\/p>\n\n\n\n Every ESPs will allow you to send newsletters, but there are specific features that you want it to have to make your newsletter campaigns that much better. For example, the handling of images.<\/p>\n\n\n Importance of visuals in travel email<\/b> Photography community 500px<\/a> created a travel agency to test what imagery works with which travel destinations. For the tests, they built landing pages for each, accompanied by imagery, content, and a button reading, \u201cTake me there now.\u201d<\/p>\n\n\n\n Key findings<\/b><\/p>\n\n\n\n Research from Tripadvisor says<\/a> that photos have the greatest impact, driving engagement from travelers researching on hotel and B&B pages on their site even more than reviews. (While reviews are still as important). Email template and workflow functionality<\/b> Collaborating<\/b> on a single email is based on the email production workflow. Different teams and departments must work together for the email to resonate fully with your brand. First, goals need to be brainstormed and set, then the content has to be created, and the email has to be designed. Before being sent, the email will have to be approved. Remember that personalization<\/b> can have a big impact on the attention subscribers pay to your message. For example, you can creatively include the customer\u2019s name in your images. It is a great way of making your customer feel valued and giving the impression that content is specifically created and tailored for them.<\/p>\n\n\n Limited offers are extremely popular in the tourism industry. Brands like Secret Escapes, Voyage Priv\u00e9, and Groupon have turned the flash sales model into the core of their business.<\/p>\n\n\n\n Although travelers are getting savvier and exploring multiple possibilities before booking their trips, many decisions are still based on price, deals, and discounts.<\/p>\n\n\n Tip: Match your offers with your branding<\/b> \u201cDiscounts and Specials\u201d can\u2019t be the only reason you send an email to your hotel database. It has to fit with your branding. But even if you are not planning to do flash sales regularly, offering tickets or upgrades at discounted rates can help boost sales during quieter periods.<\/p>\n\n\n\n To send this offer email, you want your ESP to do advanced segmentation and automated A\/B testing.<\/p>\n\n\n\n A flash sale is over\u2026 in a flash, so there is little time for split testing. It is great if your test winner can be automatically sent to the rest of your email list.<\/p>\n\n\n\n Displaying an animated countdown in flash sale emails can increase the reader’s urgency.<\/p>\n\n\n Seasonal events, such as public holidays and vacations, can be your peak booking periods, but they are also a great excuse to promote some of your exclusive deals.<\/p>\n\n\n\n Think about it\u2026 By communicating with the proper timing, you can influence your subscribers and give them a little nudge into going on a trip during the Easter break or a Bank Holiday weekend. Never underestimate how valuable seasonal promotions are for the travel industry.<\/p>\n\n\n\n We can take it a step further and go into specific events during the year, making destinations even more attractive.<\/p>\n\n\n\n Some examples of special seasonal events you can promote: Informing about special events may convince people to finally go for that trip they\u2019ve been thinking about for a while. Designing creative campaigns around certain marketing moments provides variation and can have a positive impact on your conversion.<\/p>\n\n\n Email targeting on previous purchases and behavior<\/b> You may also want to target people who have previously booked a specific seasonal trip, as they may want to repeat the experience. For all this, advanced email segmentation based on behavior and purchases is the feature you are looking for.<\/a><\/p>\n\n\n\n Email marketing for travel companies is certainly not only about mass emails. If email blasts are the only way you currently excite prospective travelers, you are missing out on the power of email automation.<\/p>\n\n\n\n Travel is extremely personal, and so is the way people organize and time their vacations. Email automation allows you to customize your emails to be both personal and timely.<\/p>\n\n\n Here are some key scenarios companies in the travel and tourism industry should consider when planning their email marketing strategy<\/a> and choosing their ESP. Welcome series allows you to greet your customers when they join your community and to offer them valuable information to make the most of your services.<\/p>\n\n\n\n Let them know what type of communication they can expect from you, allow them to pick their preferences, and enrich their profile. This will allow you to send more targeted emails later on that are more likely to interest them.<\/p>\n\n\n\n If they subscribed during a purchase, a welcome series can contain useful information for their upcoming trip, like a tutorial to make the most of your service or platform. You can also consider promoting referral codes and discounts to share with friends and family.<\/p>\n\n\n Welcome emails can also be a great way to give new customers a brief introduction to your brand and to present yourself. Voyage Prive does this very well by making all customers feel welcomed and valued regardless of their holiday preferences.<\/p>\n\n\n\n The brand also uses the opportunity to highlight a \u201cdiscovery\u201d of the offers that are on at the moment. The Call to Action is repeated at the bottom of the campaign, almost like a PS, that stands out thanks to the use of the bold font.<\/p>\n\n\n\n To keep track of the success of the email campaigns you send out, ensure your ESP provides detailed statistics and reports of how your automated emails perform in different scenarios.<\/p>\n\n\n\n
1. Which emails are effective in Travel Industry?<\/a>
2. Choosing the right email marketing software<\/a>
3. Travel and Tourism emails not to miss in your strategy<\/a>
Newsletters and scheduled emails<\/a><\/span>
Flash Sales and timed offers<\/a><\/span>
Seasonal Event emails<\/a><\/span>
4. Email Automation and Lifecycle emails<\/a>
Welcome Programs<\/a><\/span>
Feedback emails<\/a><\/span>
VIP and Loyalty Programs<\/a><\/span><\/span>
<\/a><\/p>\n\n\n\n<\/span>1. Which types of emails are effective in Travel Industry?<\/span><\/h2>\n\n\n\n
* Flash Sales
* Newsletters
* Seasonal Events<\/div>\n
* Welcome Emails
* Feedback Emails
* Loyalty Programs<\/div>\n
* Booking Confirmations
* Password reset
* Cart Abandonment<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
See these Trainline examples, for instance. Although easily recognizable as transactional (left) and marketing (right), they have matching styles. This is the first step.<\/p>\n\n\n\n![\"trainline](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/trainline-transactional-marketing-email.jpg\")
<\/figure><\/div>\n\n\n<\/span>2. The best email marketing software for the travel industry<\/span><\/h2>\n\n\n\n
\n
Some examples of useful integrations are:
CRM integration, allowing data to be used as quickly as possible after purchase and at points of key interactions (e.g. key flight information).
Eventbrite – a global ticketing and event technology platform that allows event organizers to plan, promote, and sell tickets to events; and
Zapier, which can be used as a pipeline to several other useful integrations.<\/li>\n\n\n\n\n
<\/span>3. Travel and Tourism emails not to miss in your strategy<\/span><\/h2>\n\n\n\n
<\/a><\/p>\n\n\n\n<\/span>Newsletters and scheduled emails<\/span><\/h3>\n\n\n\n
\n
![\"airbnb](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/airbnb-newsletter.jpg\")
<\/figure><\/div>\n\n\n
It can\u2019t be denied that visuals are vital for the travel and tourism industry. This is because they paint the picture of the destination.<\/p>\n\n\n\n\n
With imagery being so important, you will want your ESP to allow you to include dynamic content and edit those images easily, but also easily include GIFs, videos, etc. Or to be able to insert the images dynamically from your site.<\/p>\n\n\n\n
As newsletters are sent out often, you want to save time creating emails. An ESP that offers reusable email templates and even creating and saving content blocks will make your life much easier.<\/p>\n\n\n\n
If there is a lot of back and forth in creating your email campaigns, you will want your ESP to offer changes approval, even dynamic features such as live collaboration within their email builder.<\/p>\n\n\n\n![\"dynamic](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/dynamic-email-in-travel.jpg\")
<\/figure><\/div>\n\n\n<\/span>Flash Sales and timed offers<\/span><\/h2>\n\n\n\n
![\"travel-flash-offer-edreams\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/travel-flash-offer-edreams.jpg\")
<\/figure><\/div>\n\n\n
Everybody loves a good deal, but continuous offers might not be the right approach for every hospitality offering. A hotel that only ever communicates to its guest list that they have a \u201cgreat deal\u201d for them, starts to look like a hotel on a fire sale all year round. How will a full-rate customer that stayed at their property feel if they get emailed each month with 15 to 50% discounts?<\/p>\n\n\n\n\n
![\"travel](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/travel-countdown-timer-email.png\")
<\/figure><\/div>\n\n\n<\/span>Seasonal Event Emails<\/span><\/h2>\n\n\n\n
Christmas markets;
Street or music festivals, like Carnival in Brazil or Oktoberfest in Germany;
Cultural events such as art exhibitions of literary festivals;
Sports events, such as the Tour de France or Wimbledon;
Special interest events, such as Fashion week.<\/p>\n\n\n\n![\"seasonal](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/seasonal-email-example-kayaktravel.jpg\")
<\/figure><\/div>\n\n\n
For seasonal emails, you want your email software to be able to target subscribers who looked for specific event travel topics on your website. This way, you can target people who have already shown an interest to convince them to finalize their booking.<\/p>\n\n\n\n<\/span>4. Email Automation For The Travel And Tourism Industry:<\/span><\/h2>\n\n\n\n
![\"travel-marketing-buyer-journey\"\/](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/travel-marketing-buyer-journey2.png\")
<\/figure><\/div>\n\n\n
<\/a><\/p>\n\n\n\n<\/span>Welcome Programs<\/span><\/h2>\n\n\n\n
![\"travel](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/travel-welcome-email.jpg\")
<\/figure><\/div>\n\n\n
![\"airbnb-travel-survey-email\"\/](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/airbnb-travel-survey-email.jpg\")
<\/figure><\/div>\n\n\n![\"virgin-loyal-marketing-club-travel\"\/](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/virgin-loyal-marketing-club-travel.jpg\")
<\/figure><\/div>\n\n\n