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).


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.


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.


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.


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