Email

Opinions: 

Travel Tech

Email marketing is still of considerable importance to the tourism industry. As a marketing channel, emails are still effective with regards to its actual costs. Consumers worldwide continue to read emails and their desktop computers are the device of choice for many. Latest research conducted by eMarketer now looked into influence factors that make consumers more likely to read a promotional email. For marketers using email marketing to promote their products and services this is very useful to know (eMarketer 2013).

INFLUENCE FACTORS

Consumers receiving an email can be influenced to open it, especially when the user actually knows the name of the sender or the consumer is already acquainted with the sender. As an influencing factor, 24% of consumers state familiarity of the sender name as most important. Brands that are familiar to consumers have a lot higher chances of emails being opened. Familiarity can improve an organisation’s open rate. Another 16% of consumers are influenced by the email subject line and for 9.7% the device on which the email is read impacts on consumers’ likeliness to open the email. This is very interesting to know for marketers. Any promotional deals were actually only an influence factor for 5.9% of consumers in terms of opening the email.

OPEN RATES OF EMAILS

69.8% of consumers in the US are most likely to open emails when they are being sent by brands where the consumer has often purchased a product online before. Almost the same percentage is also applicable to consumers that are often purchasing a brand in-store. Only 2 in 10 consumers are opening emails from brands they normally do not purchase from but seek inspiration from.

MOBILE CONVERSIONS

Although desktop computers are still the device of choice for many consumers worldwide, emails are now also opened through mobile devices. However, marketers are still unclear about whether emails being opened on mobile devices actually drive purchases. 63% of consumers stated they are quite likely to make a purchase after reading a promotional email through a mobile device. eMarketer’s research now revealed that around 6% of consumers bought a product or service on their Smartphone or tablet after opening a promotional email. This big gap between intent of purchasing and an actual purchase is very interesting. Consumers intending to make a purchase through their mobile device are sometimes reluctant to make an actual purchase although this could be easily done through the mobile device. Marketers worldwide can still learn a lot from this research.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
  • In May we present:
    Meet…the digital team of VisitOSLO

    This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.

    #oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge