10 things travel brands should know about their email subscribers

Download 10 Things Travel Brands Should Know About Their Email Subscribers

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  • Travel brands should know about their email subscribers

    10 THINGS

  • hello@litmus.com | @litmusapp

    Travel Emails Are FailingFor many travel brands, email marketing is a vital part of their marketing mix.

    Yet, travel brands emails are among the least effective when compared with other industries, according to IBM Marketing Cloud research.

    mailto:hello@litmus.comhttps://twitter.com/litmusapphttp://www.silverpop.com/marketing-resources/white-papers/all/2016/email-metrics-benchmark-study-2016/

  • hello@litmus.com | @litmusapp

    Many travel brands have email marketing strategies that travelers arent connecting with and arent

    working for the companies.Dan Peltier

    SKIFT

    mailto:hello@litmus.comhttps://twitter.com/litmusapphttps://skift.com/

  • hello@litmus.com | @litmusapp

    Our ResearchSo what are subscribers really looking for when signing up for travel emails?

    In order to answer that question, Litmus surveyed over 600 Americans that have booked travel within the last year and currently receive regular email from travel brands.

    Here are our top 10 findingsand hands-on advice for how travel brands can translate customer expectations into their email strategy.

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • #1

    The desire for better pricing is the most popular motivator to sign up for travel emails.

    tweet this

    https://clicktotweet.com/6RCQ1

  • hello@litmus.com | @litmusapp

    To find out about deals and promotions

    To get loyalty offers

    To get inspiration for new travel ideas

    To get educational content or travel tips

    To get partner offers

    0 % 20 % 40 % 60 % 80 % 100 %

    For which of the following reasons do you subscribe to receive email from travel brands?(Select all that apply.)

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • hello@litmus.com | @litmusapp

    Place a prominent option to subscribe to your emails wherever you promote your deals and discounts. This can be on your website as well as on your social media channels.

    TIP

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • 45% of consumers read emails from travel brands on their smartphones.

    #2

    tweet this

    https://ctt.ec/EXW5e

  • hello@litmus.com | @litmusapp

    Desktop or Laptop Smartphone Tablet

    74% 45% 12%

    What device(s) do you typically use to open emails from travel brands?(Select all that apply.)

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • hello@litmus.com | @litmusapp

    Use responsive or hybrid design to make sure your emails look great, regardless of whether theyre opened on big screens or mobile devices.

    TIP

    mailto:hello@litmus.comhttps://twitter.com/litmusapphttps://litmus.com/blog/understanding-responsive-and-hybrid-email-design?utm_campaign=travel-research&utm_source=slideshare

  • hello@litmus.com | @litmusapp

    Does your email look great on mobile devices?Preview your email on 70+ clients and devices with Litmus Email Previews.

    Preview your email

    mailto:hello@litmus.comhttps://twitter.com/litmusapphttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slidesharehttps://litmus.com/email-testing?utm_campaign=travel-research&utm_source=slideshare

  • #3

    Travel planning starts 84 days in advance, on average.

    tweet this

    https://ctt.ec/1_BIS

  • hello@litmus.com | @litmusapp

    0 %

    10 %

    20 %

    30 %

    40 %

    50 %

    Up to 2 weeks

    2-4 weeks

    1-3 months

    3-6 months

    > 6 months

    Typically, how far in advance do you begin planning personal travel such as a vacation?

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • hello@litmus.com | @litmusapp

    Even though there are spontaneous travelers and long-term planners, the majority of travelers plan their trips between 30 and 180 days in advance. Consider these lead times, especially when sending seasonal travel campaigns.

    TIP

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • #4

    One third of consumers say travel booking is a team decision.

    tweet this

    https://ctt.ec/CdpId

  • hello@litmus.com | @litmusapp

    35 %

    8 %

    57 %

    Me

    My spouse or significant other

    My spouse/significant other and I decide together

    For personal travel, who typically makes the final purchase decision in your household?

    My spouse/significant other and I decide together

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • hello@litmus.com | @litmusapp

    Make your emails easily shareable, so recipients can share with their partners or friends, for example by including social sharing links.

    TIP

    mailto:hello@litmus.comhttps://twitter.com/litmusapphttps://litmus.com/blog/how-to-successfully-integrate-email-and-social-media?utm_campaign=travel-research&utm_source=slideshare

  • #5

    40% of travelers say weather plays a role when deciding where to travel.

    tweet this

    http://ctt.ec/46fNu

  • hello@litmus.com | @litmusapp

    Average

    Subscribers from cold weather states

    0 % 10 % 20 % 30 % 40 % 50 %

    % of travelers that say weather plays a role when booking travel.

    mailto:hello@litmus.comhttps://twitter.com/litmusapp

  • hello@litmus.com | @litmusapp

    Consider using dynamic content to pull in personalized weather informationeither based on the subscribers location or the travel des