Email Marketing Tips to Upgrade Your Program to First Class
Any traveler knows there's a big difference between sitting in a middle seat in coach and stretching out in first class. When travelers are looking to do business with travel and tourism companies, they're looking for just that — a first-class experience. This should include the way you communicate with them through your marketing messages. Here are five tips travel and tourism companies can use to upgrade their marketing programs to preferred status.
Coach: Greeting subscribers with one simple message — or no message at all — during the opt-in process.
First Class: Delivering a multipart welcome series that says "Aloha!" and explains all the benefits of your program.
First impressions go a long way, which is why luxury hotels greet guests by offering to help carry their luggage, asking how they can make their stay better and providing service complete with a mint on the pillow. The same goes for your messaging program. If you toss your customers into an email program ad hoc, it's akin to them arriving at your hotel to discover that their room was double-booked and you've moved them from a penthouse suite to one with a scenic view of the parking lot. To get the relationship off on the right foot, send a multipart welcome series. Try these tactics in follow-up messages:
- highlight top destinations, local attractions and top-notch amenities;
- highlight corporate social networking sites;
- promote check-in incentives and loyalty programs; and
- invite them to update their preferences.
Coach: Using web tracking after opt-in to increase relevance.
First Class: Tracking behavior before opt-in and engaging new customers from the start.
If you're tracking your customers' behaviors on your website and using this information to send content that better suits their travel interests, you're already off to a good start. Web tracking technology enables you to connect new subscribers to actions they took on your site before opting in.