Online travel companies are leaving eMail revenue on the table.... Are you??

I just received another newsletter from a travel company that I will not reveal but I wanted to post a note why travel companies aren’t using better email marketing tactics? Software companies are, service companies are, entertainment websites are experts so why can't hotels and online travel agencies start sending better and smarter emails? They are leaving lots of money on the table that is easily picked up.

Here are some secret tips your company should do:

Today’s consumers have adopted a broader definition of SPAM. According to Jupiter Research 65% define spam as “email that comes too frequently even if it comes from a company that I do business with”.

The result of this is that legitimate companies are greatly affected in the form of rising anti-spam filters from ISPs and consumers. Furthermore, over 54% of permission based marketers have had email misidentified as spam.

Ask yourself: Do my emails reach my customers?

How to boost your email revenues:
Aim to creating smarter, not bigger campaigns. Differentiate your messages. “Batch and Blast” email broadcasting can hurt you in the long run as consumers will tune-out. Hence, bigger is not better. Focus on optimizing each point of contact, control frequency and relevance (Read about RFM strategies at http://www.bcadvice.com/technology/emailmarketing.shtml).

Forrester Research says in a study that service emails yield 50% lift in open rates and 500% lift in click-through rates. The biggest tactic travel companies should use is: target the right audience with the right offer at the right time.

Hopefully I'll get better and smarter emails in my inbox and not in my junk mail folder. :)

Cheers
Christoffer

Innovation within eMarketing, eMail & eCommerce
www.bcAdvice.com