Travel Tech

The key benefit of digital marketing is the personalisation of messaging it affords. An effective means of achieving this is via email marketing; delivering the communications directly to the customer. Recent results from a 2012 survey have been reported by eMarketer, identifying how best to effectively deliver communications to the customer via emails.

All About Timing

The findings identified that within North-American email campaigns, emails sent late at night outperformed those sent at any other point in the day. That is, emails sent between 8pm and midnight generated significantly higher open and click-through rates (21.7% and 4.2% respectively, as opposed to an average of 17.9% and 3%), more transactions (0.34% versus a 0.18% average), larger orders ($246 average order, whilst the next best was $188, achieved following emails sent between noon and 4pm) and higher revenues per email ($0.48, with emails sent between midnight and 4am next with $0.22) than was gained through emails sent at any other time period.

The survey noticed similar results in terms of the days of the week that email marketing was most successful; not only off times, but off days saw the greatest level of campaign effectiveness. That is, opens and click-throughs were highest on Saturdays and Sundays. However the significance of weekend emails’ higher rate of success was not as great as that observed when tracking times of day, and the range of figures was not as wide.

Implementations in Tourism

The statistics cited are very interesting and applicable across industries, identifying the most effective moments for a campaign to gain the best return on investment. The findings are particularly reliable when considering the tourism industry; it is only rational to assume that customers will be most likely to finalise travel purchases during their off time, thus making targeted emails at such moments particularly persuasive. Customisation is key, and making use of all these research findings in order to optimise marketing effectiveness is highly beneficial and important for a destination or tourism organisation.


comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • 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
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge