Build Stronger Customer Connections
Stronger Customer Connections
A travel marketers guide to successful lifecycle marketing marketing
travel marketer’s guide to successful lifecycle
Today’s traveler is always connected. From booking online and
checking in via smartphone to posting reviews on social networks, this crowd
moves fluidly across all digital channels and from one city to the next.
While your customer journey is unique, your objectives are the same: acquire
new customers and drive current customers back for repeat purchases or
visits. In this guide, we’ll show you the travel marketer’s journey to lifecycle
marketing success—one stage at a time—and provide relevant statistics and
tips along the way.
grow your subscriber
make a favorable
Retain your existing
Ready to start your journey to lifecycle marketing success?
PLANNING A TRIP
The success of your promotional email campaign hinges on two factors: frequency and
relevancy. Which is more important? Think quality over quantity. Identify the utility of your
message, and then frame your promotion around it. Use dynamic content to provide
personalized loyalty point status in promotional emails.
move between multiple
Your customer may be browsing your website from a laptop or tablet, but their phones are
likely within arms’ reach. This is a perfect opportunity to cater to your customer’s crosschannel habits. In addition to collecting email addresses from your website, promote your
mobile app and SMS opt-in program if you have them.
US TRAVELERS say
motivate THEM TO BUY
Welcome emails are highly anticipated, frequently opened, and—luckily for you—simple to
automate! Use this opportunity to highlight popular vacation packages or other special
offers. Include Facebook and Twitter icons in your welcome emails to help subscribers
connect with your brand across channels.
Who doesn’t love a birthday getaway? Provide personalized offers based on what you know
about each customer and encourage sharing! Whether it’s “Share this discount code with
your friends and family for a birthday bonanza,” or “Make your Facebook friends jealous
with this awesome trip!” make customers feel like the spotlight’s entirely on them for their
SMS to Email
Inviting customers to text-in for more information via email—such as receiving a coupon or
joining your loyalty program—is a win-win. You save on printing costs and have the
opportunity to connect with your customer through a secondary channel, increasing your
posted a Facebook status
VEGAS.com sends exclusive, last-minute offers to travelers via
mobile devices using ExactTarget Email and MobileConnect®. The
result? Jackpot! 250% increase in revenue from mobile devices.
Try this :
Encourage customers to update their preferences within your online preference center—and
remind them why they should! Whether it’s prompting them to save their top 10 dream
vacation spots or select their home airport, this data helps you send more relevant offers
and gives them the deals they’re interested in.
Another great way to quickly acquire new profile data about
customers is to place a Facebook and Twitter login on your
website, mobile app, or loyalty program sign-up form.
If your email subscriber list has reached a plateau, you may be overlooking a captive
audience: your fans and followers! Use a simple sign-up form to drive email opt-ins and
collect customer information on Facebook—and cross-promote via Twitter too!
use social media
for vacation inspiration
Instead of giving your customers an endless list of travel options to choose from, implement
a guided selling tool to act as a virtual concierge on your website. Asking a few simple
questions and synthesizing responses with the customer data you already have allows you
to deliver product recommendations tailored to each individual.
Know your most loyal customers and define a segment strategy
that targets them first. After all, it’s easier to keep the customers
you have than find new ones!
Regardless of where a conversion occurred—in person, online, or via a mobile devicestrive to extend the interaction. Thank the customer for purchasing and cross-sell by adding
personalized vacation product recommendations that may be of interest.
Utilize the 80/20 rule. Sure, the message may be transactional,
but according to CAN-SPAM law, up to 20% of the content in a
transactional message may be promotional in nature. Seize this
opportunity and utilize this space wisely.
OF U.S. CONSUMERS
Consumers often select a communication channel based on how quickly a message must
be sent or received. Text messaging (SMS) tends to be the channel of choice when time is
of the essence. If your message is imperative (such as notifying a customer of a flight delay)
or offers a real-time convenience factor (such as letting a customer know when his or her
room is ready for check-in) use mobile alerts to keep your customers in the loop.
Cart abandonment campaigns are a great way to remind customers to complete their
purchases. This type of campaign is easily automated and often consists of multiple email
messages sent at a strategic cadence (e.g., one day and three days after cart abandonment).
Win-back campaigns seek to reengage subscribers who haven’t made a purchase for an
extended period of time, incentivizing them to renew their relationship with the company
through targeted promotions.
Have a mobile app? Use geolocation data to send push messages or personalized SMS
messages to customers when they’re near your location. Include an incentive to upsell or
cross-sell—such as “Take 10% off a first class upgrade” or “ Extend your stay and receive
50% off.” Or use this data to tailor your mobile app content based on a customer’s location.
would prefer to receive
travel alerts via text messaging
Celebrity Cruises implemented an email remarketing campaign
to draw website visitors back to trips they’d placed on 72-hour
hold. As a result, the cruise line saw a 18-20% rise in conversion
of “on-hold” trips to bookings.
Honesty. Be clear about why the subscriber is receiving the
email (e.g., “We miss you” or “We value your loyalty”).
Whether it’s “Set your preferences” or “View
popular vacation packages,” make sure you’re only asking the
subscriber to do one thing.
US TRAVELERS think
it’s beneficial that properties
allow them to book via MOBILE
The above statistics, in order of appearance, were compiled from these original source materials: 1. Google/Ipsos/Sterling, The New Multi-Screen World, 2012 2. comScore Media Metrix for TripAdvisor Sites, Jan 2013 3. MDG Advertising, Vacationing the Social Media Way
infographic, 2012 4. MDG advertising, Vacationing the Social Media Way infographic, 2012 5. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #14, The 2012 Channel Preference Survey 6. comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013