EFFECTIVE EMAIL STRATEGIESFOR TRAVEL MARKETING
BEFORE WE GET STARTED…•    Having technical difficulties?            Use the Q&A dialog box to let us            know     ...
TWEET!Tweet about this webinar using #wctravelFollow:@WhatCounts@TimBrechlin@SharonMostyn@RoamRighthttp://ar.gy/whatcounts...
WHO WE ARE         •   Sharon Mostyn (@sharonmostyn or @roamright)             – Inbound Marketing Certified Professional ...
TODAY’S AGENDA•   Improve email and other digital marketing practices•   Apply lifecycle marketing principles to the trave...
CONTEXT          6
THE SEARCH ENGINES HAVE WON•   Between Flight Finder, Hotel Search, the Frommer’s acquisition, etc., Google    has taken d...
MOBILE IS BIG ANDGETTING BIGGER•   1/5 of destination website traffic now comes from a mobile device•   Most users (62%) f...
SO WHAT DO WE DO?•   Engage the customer in all phases of the travel cycle•   Who are we talking to? What are we saying to...
THE ONE QUESTIONEVERYONE ASKS                   10
WHAT’S IN IT FOR ME?                       11
WHAT’S IN IT FOR ME?•   Applies to every stage of the travel process:     –   The   Idea     –   The   Plan     –   The   ...
HOW NOTTO ANSWER THE QUESTION•   The Description Approach     – Tell, rather than show     – “This is what the destination...
HOW NOTTO ANSWER THE QUESTION•   The Description Approach     – Tell, rather than show     – “This is what the destination...
HOW TO BETTER ANSWERTHE QUESTION•   The Aspirational Approach     – Show, don’t tell     – “This is what you can do in thi...
HOW TO BETTER ANSWERTHE QUESTION•   The Aspirational Approach     – Show, don’t tell     – “This is what you can do in thi...
THE IDEA           17
THE IDEA•   At the very beginning, the whole world is an option, it only gets narrowed    down from there•   Essential to ...
THE IDEA•   Travel is not as seasonal    as many ecommerce    products, since people    love to travel year-round     – Th...
THE IDEA•   52% of travelers use social    media to find vacation    inspiration, with 29% of    respondents flocking to  ...
BE THERE BEFORE THE SALE•   By the very definition of travel, you have many competitors as a tourism    marketer•   If you...
BE THERE BEFORE THE SALE•   Be findable!                           22
EXERCISE BEST PRACTICESFROM THE START•   From address     – Tell them who you are: Be consistent – builds trust•   Subject...
GATHER YOUR INTELLIGENCE•   At the very least, be collecting ZIP codes from your subscribers•   The more you know, the bet...
THE PLAN           25
HOW TO STAY RELEVANTDURING THE PLANNING PROCESS                              26
HOW TO STAY RELEVANTDURING THE PLANNING PROCESSBE AWESOME.                              27
HOW TO STAY RELEVANTDURING THE PLANNING PROCESS•   Drip campaigns are a great strategy     – And easy to set up if you’re ...
HOW TO STAY RELEVANTDURING THE PLANNING PROCESS•   Segmentation!     – Target by interest at the sign-up     – More target...
CONTINUING TO STAY RELEVANT•   If you have travel dates:     – Pre- trip emails – reminding them to check passports, send ...
THE TRIP           31
YOUR WORK ISN’T OVER•   Just because the traveler is in your destination / has purchased your    product / doesn’t mean th...
YOUR WORK ISN’T OVER•   Just because the traveler is in your destination / has purchased your    product / doesn’t mean th...
THE AFTERMATH                34
THE CHAPTER IS OVER, BUT THESTORY DOESN’T END•   Build loyalty and keep them    coming back     – Don’t have discounts/spe...
MAINTAIN GOOD LIST PRACTICES•   As Google goes, so goes the Internet•   Inbox placement is weighted heavily on engagement•...
ALWAYS BE TESTING•   If you aren’t testing, you’re doing it wrong•   Be cognizant that things may need to be changed up•  ...
DON’T FORGET:WHAT’S IN IT FOR ME?•   The subscriber’s inbox is crowded – don’t forget to remind them of why    they signed...
THE RETURN…?               39
THERE’S ALWAYS A NEWOPPORTUNITY                       40
IF YOU’VE DONE YOUR JOBRIGHT…•   Travel is, at its core, aspirational     – “I want / need to see and do more”•   Offer sp...
KEY TAKEAWAYS•   Email has a place in every phase of the travel cycle•   Be everywhere•   Gather as much intelligence as y...
WHATCOUNTS 2013DIGITAL MARKETING SUMMIT•   April 24 – 25, 2013; Atlanta, GA•   Two days of email and digital marketing str...
QUESTIONS?             44
CONTACT US             45
CONTACT ROAMRIGHTSpeaker Contact Information:    RoamRightSharon Mostyn                   1-877-687-7170Ecommerce Director...
CONTACT WHATCOUNTS                     WhatCounts, Inc.                     3630 Peachtree Road, NE                     Su...
THANK YOU FOR ATTENDING!                           48
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Effective Email Strategies For Travel Marketing Webinar

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Travel Email Marketing Webinar with Tim Brechlin from WhatCounts

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  • Effective Email Strategies For Travel Marketing Webinar

    1. 1. EFFECTIVE EMAIL STRATEGIESFOR TRAVEL MARKETING
    2. 2. BEFORE WE GET STARTED…• Having technical difficulties? Use the Q&A dialog box to let us know If we can’t help you call Citrix at 888-259-8414 for technical support . Or you can chat with a Citrix representative at www.citrixgcs.com/chat Today’s Moderator:• To submit questions during the webinar, use the Q&A chat box Sarah Zibanejadrad• Everyone will receive a link to a recording of Inbound Marketing Coordinator the presentation and a copy of the slide deck within 1 to 2 business days WhatCounts, Inc. @SarahZiba 2
    3. 3. TWEET!Tweet about this webinar using #wctravelFollow:@WhatCounts@TimBrechlin@SharonMostyn@RoamRighthttp://ar.gy/whatcountswhitepaper 3
    4. 4. WHO WE ARE • Sharon Mostyn (@sharonmostyn or @roamright) – Inbound Marketing Certified Professional at travel insurance provider RoamRight – Encouraging people to venture farther and travel smarter. • Tim Brechlin (@timbrechlin) – Services Account Manager at WhatCounts – Lover of life, living and deep-fried cheese. 4
    5. 5. TODAY’S AGENDA• Improve email and other digital marketing practices• Apply lifecycle marketing principles to the travel / tourism market• Show how travel marketing principles apply to other verticals• Your questions answered 5
    6. 6. CONTEXT 6
    7. 7. THE SEARCH ENGINES HAVE WON• Between Flight Finder, Hotel Search, the Frommer’s acquisition, etc., Google has taken direct aim at the travel market• Do people go to a CVB site first, or do they go to the search engines / TripAdvisor / etc.?• People want authentic information• It’s more important than ever to have great, engaging content 7
    8. 8. MOBILE IS BIG ANDGETTING BIGGER• 1/5 of destination website traffic now comes from a mobile device• Most users (62%) find your destinations content via mobile search• Smartphone growth for 2013 will be near 100% while tablet growth will top 180%• The majority of mobile traffic (62%) comes through mobile search, with nearly 90% from Google – Source: Travel 2.0 Consulting Group / The Mark Report (www.travel2dot0.com) 8
    9. 9. SO WHAT DO WE DO?• Engage the customer in all phases of the travel cycle• Who are we talking to? What are we saying to them? What do we want them to do as a result of receiving our message?• At the end of the day, we’re looking for heads in beds / people buying our product / people using our services• Make it as easy and attractive as possible for the customer to find us 9
    10. 10. THE ONE QUESTIONEVERYONE ASKS 10
    11. 11. WHAT’S IN IT FOR ME? 11
    12. 12. WHAT’S IN IT FOR ME?• Applies to every stage of the travel process: – The Idea – The Plan – The Trip – The Aftermath – The Return (?)• Also applies to retail, other ecommerce, food & beverage … you name it! 12
    13. 13. HOW NOTTO ANSWER THE QUESTION• The Description Approach – Tell, rather than show – “This is what the destination / product is” 13
    14. 14. HOW NOTTO ANSWER THE QUESTION• The Description Approach – Tell, rather than show – “This is what the destination / product is” 14
    15. 15. HOW TO BETTER ANSWERTHE QUESTION• The Aspirational Approach – Show, don’t tell – “This is what you can do in this destination / at this place / with this product” 15
    16. 16. HOW TO BETTER ANSWERTHE QUESTION• The Aspirational Approach – Show, don’t tell – “This is what you can do in this destination / at this place / with this product” 16
    17. 17. THE IDEA 17
    18. 18. THE IDEA• At the very beginning, the whole world is an option, it only gets narrowed down from there• Essential to make yourself as easy to find as possible – Strong SEO and social• Put your email signup everywhere 18
    19. 19. THE IDEA• Travel is not as seasonal as many ecommerce products, since people love to travel year-round – That being said, travel is often a cyclical proposition• Ask for the email sign-ups in unexpected places, – ex. social media where people talk about their vacations 19
    20. 20. THE IDEA• 52% of travelers use social media to find vacation inspiration, with 29% of respondents flocking to Facebook for travel planning ideas • 76% of social media users post their photos on social networks – which encourages others to travel! Source: MDG Advertising infographic , August 2012 20
    21. 21. BE THERE BEFORE THE SALE• By the very definition of travel, you have many competitors as a tourism marketer• If you aren’t everywhere humanly possible, something has gone horribly wrong• Set expectations - make sure your readers know what to expect from your emails – Frequency (daily, weekly, monthly…) – What day (Travel Tuesdays, 1st Saturday, 15th of the month…) – What time (overnight, morning, afternoon, evening…) 21
    22. 22. BE THERE BEFORE THE SALE• Be findable! 22
    23. 23. EXERCISE BEST PRACTICESFROM THE START• From address – Tell them who you are: Be consistent – builds trust• Subject line – Personalized –not just name, travel topics, destinations – Short – so can be read/understood and stands out – Respectful – No “bait and switch”• Pre-header – Text preview –important in a crowded Inbox to stand out – Call-to-action – Get the reader to open – gives them an idea of what’s inside without images turned on 23
    24. 24. GATHER YOUR INTELLIGENCE• At the very least, be collecting ZIP codes from your subscribers• The more you know, the better you can target your emails• Monitor the search queries people are using to find you 24
    25. 25. THE PLAN 25
    26. 26. HOW TO STAY RELEVANTDURING THE PLANNING PROCESS 26
    27. 27. HOW TO STAY RELEVANTDURING THE PLANNING PROCESSBE AWESOME. 27
    28. 28. HOW TO STAY RELEVANTDURING THE PLANNING PROCESS• Drip campaigns are a great strategy – And easy to set up if you’re a WhatCounts client!• Travel may not always be a single-visit purchase, so get them to sign up for email newsletters so you can tell them a bit more – Example: tips, tricks, insider information…• Holiday campaigns – Not just “standard” holidays – Earth Day, destination-specific holidays (Founder’s Day), wacky holidays – today (12/20) is Go Caroling Day and the signing of the Louisiana Purchase so it’s a great day to plan a trip to Louisiana and purchase something!) 28
    29. 29. HOW TO STAY RELEVANTDURING THE PLANNING PROCESS• Segmentation! – Target by interest at the sign-up – More targeted emails = more engagement Baltimore.org 29
    30. 30. CONTINUING TO STAY RELEVANT• If you have travel dates: – Pre- trip emails – reminding them to check passports, send packing lists, what to do while you’re at your destination – Post-trip emails – ask for user reviews, connect via social media, show us your pictures… 30
    31. 31. THE TRIP 31
    32. 32. YOUR WORK ISN’T OVER• Just because the traveler is in your destination / has purchased your product / doesn’t mean that your job is done• Travelers are using their phones more and more during a trip• Do you have SMS (for special offers / deals) set up?• How about social?• Don’t neglect the offline channels 32
    33. 33. YOUR WORK ISN’T OVER• Just because the traveler is in your destination / has purchased your product / doesn’t mean that your job is done• Travelers are using their phones more and more during a trip• Do you have SMS (for special offers / deals) set up?• How about social?• Don’t neglect the offline channels 33
    34. 34. THE AFTERMATH 34
    35. 35. THE CHAPTER IS OVER, BUT THESTORY DOESN’T END• Build loyalty and keep them coming back – Don’t have discounts/specials of your own? Offer readers someone else’s specials and monetize your email through selling ad space – Join affiliate programs for complimentary products and services• Repeat buyers are worth 4.8x one-time buyer LTV 35
    36. 36. MAINTAIN GOOD LIST PRACTICES• As Google goes, so goes the Internet• Inbox placement is weighted heavily on engagement• Segment your lists properly – Recommend a 30/60/90/other breakout• When in doubt … ask! 36
    37. 37. ALWAYS BE TESTING• If you aren’t testing, you’re doing it wrong• Be cognizant that things may need to be changed up• Pay attention to your click-through performance and heat maps – Are you burying the lead?• Give them options to update their preferences• Make it easy for them to opt out –You don’t want them clicking the Worst Button In The World 37
    38. 38. DON’T FORGET:WHAT’S IN IT FOR ME?• The subscriber’s inbox is crowded – don’t forget to remind them of why they signed up for your email in the first place• Remember that travel is cyclical – the subscriber may not be making another trip for a year or more• Offer a special deal or discount after a period of disengagement• Always be planting seeds 38
    39. 39. THE RETURN…? 39
    40. 40. THERE’S ALWAYS A NEWOPPORTUNITY 40
    41. 41. IF YOU’VE DONE YOUR JOBRIGHT…• Travel is, at its core, aspirational – “I want / need to see and do more”• Offer specials for return visitors• Emphasize what else there is to do 41
    42. 42. KEY TAKEAWAYS• Email has a place in every phase of the travel cycle• Be everywhere• Gather as much intelligence as you can: The more personalized and targeted your marketing is, the more effective your marketing will be• Never, ever stop testing• Now is the perfect time to email – especially for travel marketers. Try sending an email this weekend! 42
    43. 43. WHATCOUNTS 2013DIGITAL MARKETING SUMMIT• April 24 – 25, 2013; Atlanta, GA• Two days of email and digital marketing strategies, best practices, trends, education, advanced platform training and more• Face-to-face time with WhatCounts team members• Early Bird Special: Registration only $299 ($349 after December 30)• http://www.whatcounts.com/emailsummit 43
    44. 44. QUESTIONS? 44
    45. 45. CONTACT US 45
    46. 46. CONTACT ROAMRIGHTSpeaker Contact Information: RoamRightSharon Mostyn 1-877-687-7170Ecommerce Director, RoamRight 8601 LaSalle Rd. Suite 102443-279-7344smostyn@roamright.com Towson, MD 21286
    47. 47. CONTACT WHATCOUNTS WhatCounts, Inc. 3630 Peachtree Road, NE Suite 900 Atlanta, Georgia 30326 1-866-804-0076 www.whatcounts.com Twitter: @WhatCounts sales@whatcounts.com
    48. 48. THANK YOU FOR ATTENDING! 48

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