Travel Brands Lag Behind Other Consumer Brands at Email Marketing, Study Finds
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Many travel brands have email marketing strategies that travelers aren't connecting with and aren't working for the companies.
Lodging, travel agency, and services companies scored 12th among 18 industries in their email marketing open rates, according to a new IBM Marketing Cloud study.
That renders these travel companies among the most ineffective when considering higher-performing industries, including automobiles, banks, computer hardware and telecommunications, computer software, and consumer products, for example.
IBM's digital marketing arm studied email messages earlier this year sent by 750 companies representing 3,000 brands in 40 countries. Email types such as promotional emails, content-based newsletters, notifications and transactional messages were part of the study. Travel brands that participated in the study included hotels, travel agencie
