Travel consumers respond to permission-based email

Travel consumers have a more favorable opinion of travel companies that send them permission-based emails, found a survey Epsilon, and were more likely to buy from those companies.

by Helen Leggatt

In their survey "Flying High: Measuring the Value of E-mail Marketing for the Travel Industry", Epsilon found that 63% of recipients of permission-based email from travel companies said they were more likely to purchase from the sending companies.

Findings show that 71% of opt-in travel email recipients visited the marketer's site as a direct result of receiving the email. Another 33% type or copy the URL directly into their browser and 14% contact a travel agent

In addition to an increased propensity to purchase as a direct result of permission-based emails, the survey found that more than half of respondents had a favorable opinion of the travel companies that send them email because of the communications they receive, and feel more loyal.

Other findings from the survey (.pdf) include:

- 86%of respondents who opt to receive email from travel companies do so to learn about sales, discounts and special offers.

- 69% want to receive personalized content based on their website activity and past purchase activity.

- 51% subscribe to learn about existing packages and destinations.

- 48% subscribe to receive coupons.

- 48% of respondents who receive permission-based email from a travel company said the email has a direct impact on offline purchases.

- 46% subscribe to hear about new packages, routes and destinations.

"Our research demonstrates the many online and offline, measurable and immeasurable benefits of email marketing campaigns," said Kevin Mabley, senior vice president, Epsilon Strategic Services. "Those benefits start with direct online airline ticket and hotel reservation transactions and extend to brand loyalty in multiple channels."