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BizReport : Email Marketing : May 19, 2010
Travel marketers face email marketing challenges
A travel and hospitality industry survey by StrongMail has discovered plenty of room for improvement in email marketing techniques and an increased interest in integration with social media.
According to StrongMail's survey of 296 email marketers from mid-to-large size businesses in the travel and hospitality industry, only 30% employ customer segmentation and targeting practices.
That means the vast majority continue to use a scatter-gun approach to email communications despite research that shows targeted offers based on subscriber preferences generate twice as much revenue.
The survey also revealed that travel marketers are showing interest in integrating social media with their email marketing programs. In fact, 42% of travel marketers surveyed plan to integrate social media into email marketing programs this year, while over a quarter (28%) are analyzing the social influence of their subscribers and using that to target their email campaigns.
"With the increased number of channels being used by individuals to consume and share information, it is becoming imperative for marketers to take a connected approach to their email marketing efforts," said Kara Trivunovic, senior director of strategic services at StrongMail.
However, the industry faces a multitude of challenges, not least list churn which has been driven by recent economic downturns and an increased propensity for people to holiday nearer to home. Other challenges the survey exposed were:
• Email deliverability
• Managing email frequency
• Knowledge to optimize
• Analyzing mailing results
• Automating campaigns
• Adequate staffing
• Lack of integrated data
Tags: email marketing, hospitality industry, travel industry, travel marketing
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2 Comments | Post a comment
For some reason I consider someone who uses email marketing as someone who is almost a spammer. There are people who sign up for emails and that's fine, but those who send out advertisements to those who haven't given their permission....spam...
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Email Marketing does not have to mean only mass emails.
Companies invest a great deal in their website which is often the only “store” where they showcase products and services. The challenge is to drive people to the website but as we all know, more people in the store will lead to more sales. Corporate employees send emails every day to clients, prospects, friends and others but these are plain emails that do not generate any traffic to the website.
WrapMail offers a solution that does not require any installation but that seamlessly adds interactive letterheads (designed by the client) to every outgoing email so that each and every one becomes a promotional piece for the company and when clicked delivers the reader to the website. Furthermore the solution tracks the clicks and reports who is clicking on what and when (also in real time), turning the system into a research tool.
This “hidden” advertising medium is probably the most viral available and the least costly, WrapMail only charges $5 per user per month (and a one-time signup charge of $150 which includes a custom wrap).