Skift Take
From responsive design and targeted sendings, to pushed content and pulling travelers into a fluid cross-channel narrative — e-mail marketers are steering the industry's course toward more reliable conversions, more of the time.
Today we are launching the latest report in our Skift Trends Reports service, Inbox Strategies: The State of E-mail Marketing in the Travel Industry.
E-mail marketing has entered an era of maturity and travel brands, like never before, are poised to reach consumers in new and innovative ways.
As the number of e-mail users increases, globally, and as the open rates across platforms — but especially in the mobile space — rise, the time for marketers to fully implement e-mail targeting and personalization strategies is now. Content rules the e-mail marketer’s approach. Within this drive for more and better technology to make e-mails useful to consumers in real time, every time they open a message (or re-open one), success in the e-mail marketing space is dependent upon the quality of the content.
All of this being the case, the very concept of e-mail may be shifting. Consumers exist more accurately, perhaps, not in a world of neatly divided e-mails, texts, social-media posts, app notifications, and alerts but in a world of pushed content. In other words, the traveler may not care exactly how an airline’s or hotel’s message comes to them, only that it does. And they may well want it to come to them in multiple ways, all at once.
To understand developments in the travel space, we speak with leaders at hotel and airline brands, e-mail marketing firms, and technology providers to learn what’s working for them and which developments are creating both the biggest challenges and the biggest opportunities.
NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.
About These Reports
This is the 33rd in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.
After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.
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