The travel industry is notoriously competitive, which is why it is even more important to make sure that any promotional messages hit all the right notes.
Knowledge of general email marketing best practice should stand a travel firm in good stead when it comes engaging with recipients, but sometimes it helps to hone in on emails that have the most explosive potential for engagement. Here are ten tips to bear in mind:
Holidays are an aspiration for the vast majority of people, so use that positivity and desire in the tone of your messages - there should be an inherent optimism about going away.
A picture is worth a thousand words, particularly when it comes to exotic locations, so make sure you include plenty of images. Be careful with formatting though, as recipients may have to manually decide to download pictures.
Segmentation of email lists can be crucial; a location that may be irresistible to 20-somethings could look like a living hell to pensioners.
Think about which time of year people book their holidays. It might be necessary to do some market research to get an accurate idea of when - and how - each demographic goes about buying flights or accommodation.
It is one thing for a reader to see promotional content on a destination, but quite another if comments have come from other travellers - the latter is far more persuasive. The world is gradually getting more 'social' and the travel sector is no exception.
The subject line is one of the most crucial parts of any email marketing message for the way that it must pique the curiosity of a recipient and engage with them. Travel firms are lucky in that they have a huge amount of cultural and geographical knowledge to share about destinations that can persuade someone to open a message.
It is vital that a reader trusts a travel firm, as they are not going to think about flying half way across the world on the advice of an organisation they suspect may not be overly professional or reliable. This makes fact-checking of content even more significant.
Be careful about making emails too time specific, as you do not want a person to lose interest in a destination because they cannot go at a particular time; for example, feel free to champion the Easter celebrations in Seville, Spain, but in the same breath you should mention that it is a stunning destination at times X, Y and Z too.
Once somebody has used your company to go on holiday - and had a positive experience - they are likely to have a great deal more trust in your brand, so use this to your advantage and aim to turn them into a product evangelist, spreading the word to friends about you.
Political situations around the world are constantly in a state of flux and you need to be wary of how things are changing in case it affects the viability of a city as a holiday destination - and thus your marketing messages. A sure-fire way to secure an 'unsubscribe' request is to urge somebody to go on vacation to a place that has just broken out into civil war.