Recently, we advised on the strategies and techniques for creating effective travel email newsletters in our first ever SkiftEDU premium webinar. SkiftEDU is our segment of Skift that provides learning sessions for the smarter travel marketer.
Our featured speakers were industry experts Seth Forman, General Manager of Destinations at Travelzoo and Cecil Hooper, Director of Revenue Management at Miraval Group Hotels and Resorts. The conversation was led by travel marketing expert of Gonzo Marketing, Frederic Gonzalo. Gonzalo is also the head contributor of our SkiftEDU How-To article series.
Here are three takeaways from the conversation:
Email Drives an ROI Four Times Higher Than Other Marketing Formats
Despite all the talk about social media, mobile apps, or virtual reality, there is one tool that remains the most powerful in a travel marketer’s toolkit: Email newsletters. According to Direct Marketing Association and Demand Metric 2016, email’s median ROI is 122% while social media only ranks in at 28%.
Segmenting email lists is key
When it comes to email, timing is absolutely everything. Sending the right message to the right group of people at precisely the right time can make or break travel marketing campaigns.
“It starts with specificity about what you are trying to do with an email. You can really optimize your open and click through rates when you use concise, specific [email subject] titles that are extremely appealing to the people you are trying to speak to,” said Hooper.
Forman added that personalizing an email, for example targeting an email by location, increases overall effectiveness and can increase conversion rates.
Perfecting Language on Landing Pages Increases Actions Taken
Gonzalo explained that it is not enough to have engaging content in an email for a marketing campaign to be successful. Increased conversions can happen when you address the landing page of a link in your email.
“Whatever we highlight in the headline or body of an email, we want to ensure it’s a seamless experience for a user when they click a link, and when they get to that landing page it clearly explains how to take advantage of a promotion,” Forman added.
For travel marketers in particular, it is imperative that users know how to access the deal or promotion highlighted in an email. To take advantage of the power of directly emailing consumers, Hooper advises ensuring that there us no confusion for the user during their journey from email to landing page to action.
Gain More Insight on Email Marketing With SkiftEDU
All of these insights and more are explained in depth in our on-demand webinar, “How to Craft Effective Email Newsletters That Deliver Powerful Results.” This webinar is perfect for travel marketers and owners of small to medium businesses.