E-mail marketing


Travel Tech

Email marketing is an essential part of companies’ marketing strategies. However, there is still a difference between just sending emails to consumers or tourism companies and destinations sending emails that will make people purchase a tourism product or service. A lot of time and money goes into setting up an efficient email marketing, therefore it is even more important to follow some tips that can boost sales and improve an organisation’s email marketing. iMedia looked into this matter and came up with some useful tips for companies to take on board and boost conversions (iMedia).


Consumers are increasingly reading their emails on the go and use different devices: laptops at home, tablets during evening and mobile phones on the go. For many, it is very important that emails can be read anywehere, anytime which makes it absolutely crucial that emails are in fact mobile optimised. If this is not the case, companies might miss out on potential sales. Tourism organizations and businesses can make use of their highly visual tourism products but need to ensure that the content of their emails displays well on different devices and all links within the email also lead to websites that are optimised for mobile.


Within emails, it is essential to offer consumers the opportunity to go onto social networks and share the content and information from within the website with their friends and followers on social media. Another important factor to consider is the subject line that needs to be engaging. Travellers need to understand that a quick move is essential as the content or offer is better than ever and travellers should purchase a holiday now.


Emails need to be personal but not just personal in a sense of including the recipient’s name. Referring to previous sales or interactions between the tourism organization and the consumer is very important. This makes it more personal and establishes a sense of relevance for the individual consumer. Segmentation comes hand in hand with that. Email lists need to be segmented into logical groups in order to get consumers to purchase. Contact information is also very important in case the consumer is interested and needs further information. Quick contact through a live chat or phone is still important and social media becomes increasingly important as well in tourism.

Are you following these tips already? Email marketing is still an important tool in tourism but tourism organisations and destinations need to ensure that they are doing it right.

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