In the travel industry where so much activity has moved to the online arena, it’s crucial that companies communicate effectively and efficiently with their customers, according to a report by Epsilon "Flying High: Measuring the Value of Email Marketing for the Travel Industry"….
In the travel industry where so much activity has moved to the online arena, it’s crucial that companies communicate effectively and efficiently with their customers, according to a report by Epsilon "Flying High: Measuring the Value of Email Marketing for the Travel Industry".
In fact, recipients of travel e-mail showed even higher loyalty than retail (56%), consumer packaged goods (55%), pharmaceutical (44%) or finance (40%) category recipients, with 63% saying in October 2008 that they were more likely to buy from companies that sent them e-mail.
A whopping 92% of respondents who received travel e-mail thought it was a "great way" to learn about new products and offerings. More importantly, consumers often took easily measurable actions such as booking online, clicking links and downloading coupons after receiving e-mail from a travel company.
Actions taken by US e-mail users as a direct result of receiving an e-mail from a travel company, October 2008 (as a % of respondents):
Book travel online 79%
Click link to e-mail to learn more: 73%
Visit aggregator site: 71%
Search for reviews: 66%
Download/print coupon: 66%
Visit a new destination: 55%
Try a new hotel: 55%
Share coupon or forward e-mail: 45%
Try a new airline: 35%
Type/copy URL directly into browser: 33%
Contact travel agent: 14%