Email marketing is essential for the tourism sector to achieve good results. It is a technique that is far from obsolete and, according to data from Mailchimp, has an open rate (percentage of emails opened) of 20.69%. For this reason, most brands use this technique to convert leads into actual customers. In general terms, email marketing guarantees the following benefits:
1. It helps build relationships based on loyalty between customers and brands.
2. Retains potential leads, moving them forward through the funnel.
3. It enables companies to compete more effectively by utilizing personalization.
Knowing these advantages, it is clear that every company should have an email strategy in its marketing plan. But how can it be implemented correctly? At BRAINTRUST, we can give you a clear summary:
1. Creating lists.
It all starts with creating email lists. You need to implement registration forms and place them anywhere that could be a point of contact with customers: the website home page, a Facebook fan page, or specific landing pages. You need to inform them of the benefits they will get by subscribing and incentivize them with calls to action. It is also feasible to use previous lists of former customers. Let's take the example of a traditional travel agency. It could place a form in the footer of its main website, offering a newsletter with travel ideas and promotions, requesting the user's email address and the nearest airport.
2. Segmenting appropriately.
Lists should be divided into smaller segments according to pre-established criteria, such as age, geographic location, interests, socioeconomic status, etc. Collecting and using this data allows you to send emails that are highly relevant to subscribers. A very common practice is to send welcome emails to new subscribers. The correct use of these emails involves inviting users to tell you more about themselves, with the aim of obtaining data that will enable you to better tailor future communications. The fact is that most internet users feel they receive too many irrelevant notifications from brands, so it is essential to tailor content to the real needs of recipients. Returning to the previous example, if a user enters information about the nearest airport, they will only receive emails with promotions for the one they have selected.
3. Creating the best content.
Once the strategy has been established, it is vital to define attractive and relevant content. Here are some interesting proposals that the travel agency in our example could use:
1. Specialized guides.
2. Specific information about attractions, events, or festivals.
3. Valuable opinions and reviews.
4. Success stories from satisfied customers.
As we approach 2020, it should come as no surprise that video content works best. Including audiovisual pieces in newsletters increases click-through rates by up to 300%. This format provides a deeper insight into the experiences, environment, cuisine, and overall attractions that a destination has to offer. But it's not just the type of content that needs attention; the frequency of sending must also be planned using an editorial calendar. Although the hot spots of the year, such as summer vacations or Christmas, are already known, understanding subscribers will help determine which campaigns to send and when.Finally, it is essential that the content includes the recipient's first name. Personalization in email is the fuel that builds strong relationships with potential customers. They are no longer just receiving a promotion from a brand, they are also having a conversation.
4. Usability above all else.
Most users turn to their smartphones to interact with tourism companies and check their email. This means that templates must be properly optimized for mobile environments, which have smaller screens. It may seem obvious, but many companies do not pay attention to this area, which ultimately leads to higher bounce rates and lower CTR (click-through rates). Emails must load quickly, the text must be legible, and calls to action must be large enough.
5. Sending follow-up emails.
Follow-up emails help build loyalty and keep the conversation flowing. The travel agency we are discussing can take things a step further and ask its customers for feedback on their experience. By requesting this feedback, it conveys an attitude of active listening, in which the company is willing to make changes based on the changing preferences and needs of its audiences.
For Ángel García Butragueño, Co-Director of the BRAINTRUST Tourism Barometer: It is easy, effective, and economical. Email marketing allows you to reach a large number of potential customers with the relevance of segmentation and personalization. At BRAINTRUST, we will help you identify the niches you need to address and the most effective way to communicate with them.
According to José Manuel Brell, Co-Director of the BRAINTRUST Tourism Barometer: Using email is synonymous with measurability, as it allows you to track who opened each message, which links were clicked, and how many people unsubscribed. At BRAINTRUST, we help you interpret the figures obtained, while guiding you on how to optimize your mailing campaigns.
At BRAINTRUST, we can help you create a customized email marketing strategy. We have the best resources to advise you on developing value propositions that will increase your sales.
Would you like more detailed information? Contact us and request our Tourism Barometer, the methodological tool that determines the market's willingness to travel, as well as the trends that enable all travel industry providers to identify business opportunities and tailor their offerings to consumer preferences.
