Create differentiated experience for your customer, fuel your customer lifecycle and in turn your ROI.

1. 3 email marketing tricks for the travel industry
23 July 2015
EMAIL MARKETING WEBINAR

2. Jateen, an Email Marketing Consultant at netCORE, brings varied experience in online
marketing, managing Email and Cross-channel programs for some of the top ecommerce
brands. From planning to campaign management he has led clients to successfully meet their
goals through his expertise in Email. When he is not breathing emails he spends his time with
his friends, family and practices ball room dancing.
Meet the Presenter
Jateen Suvarna
Email Marketing Consultant

3. About Travel
and Tourism
market
World’s fastest growing tourism market
that generated 35 million jobs in 2013
Online travel industry most crowded in
e-commerce segment
Digital marketing contributes immensely
to this growth

4. Internet influences travel decision making
in a big way
83%
of travellers use
internet to plan their
hotel stays
- Google survey
59%
of travellers choose
online booking
- Yatra survey

5. 9 in 10 who receive
email from travel
companies think that
email is a great way to
learn about new products
‘Email Branding’ Travel study
“
”

6. 3 EMAIL MARKETING TRICKS
FOR THE TRAVEL INDUSTRY ][

7. Triggered (real time) emails increase customer lifetime value
Email Deep Linking a powerful conversion tactic
Reply-based emails 2-way communications with customer#2
#1
#3

8. TRIGGERED (REAL TIME) EMAILS

9. Automated emails that are triggered in
real time by a specific action by a web
visitor or customer
What are Real Time Triggered Emails?
Why are they so important?
Trigger based email marketing
campaigns can generate 4x more
revenue and 18x greater profits
(Forrester Research)

10. Over two-thirds of respondents who
receive email from travel companies want
to receive personalized content based on
their website activity, past purchases, etc
“
”
Epsilon Branding study - Travel

11. Some real time email triggers for travel industry
1. Welcome Emails
2. Browser Abandonment
3. Cross Selling Emails
4. Feedback Emails

12. 1.Welcome
Emails

13. 1.Welcome
Emails

14. 1.Welcome
Emails

15. Welcome emails enjoy high open and click
rates. However, most travel companies do not
have any welcome series in place and only
send a single registration email.
TAKEAWAY

16. 2.Browser
Abandoners

17. 2.Browser
Abandoners

18. Plan a triggered email series to convert
browser abandoners who are hot prospects
TAKEAWAY
Make your email stand out from the crowd by sending highly
relevant emails at a time when customer is most responsive

19. 3.
Cross Sell
Find the perfect hotel
for your trip to
Berlin in July

20. 3.
Cross Sell
Checking with what
else would be required

21. This is the best way to showcase your
product/service offerings and closely tie
customers to them and make them
purchase again
TAKEAWAY

22. 4.
FeedBack

23. 4.
FeedBack

24. Asking your subscribers and getting them
engaged to increase brand value
Example: Feedback on their travel experience or make them
a part of your brand story
TAKEAWAY

25. REPLY BASED EMAILS
CONVERSATIONS JUST OVER EMAIL

26. How it Works

27. How it Works
User receives a contest email

28. How it Works
‘Compose email’ box opens up with Sender ID & Subject line pre-filled

29. How it Works
User’s opinion gets captured in the mailbox and an acknowledgement email
is triggered back to user

30. How it Works Acknowledgement mail in mailbox

31. Some Use Cases For Reply Based Campaign
Testimonials
Feed-Back
Contest
Review

32. Sending a reply based campaign helps -
 Build a conversation: 2 way communication on your broadcast
marketing message
 Improve domain reputation and inbox delivery:
Subscribers replying shows higher engagement
 In Primary inbox placement: Replies increase probability of your
emails landing in primary inbox
TAKEAWAY

33. EMAIL DEEP LINKING

34. What is Deep Linking?
Deep Linking is setting up URLs within
the App so that users can directly go to
the page that he is looking for, thereby
bypassing the need of a browser
redirect.
Benefits?
- Eliminates the extra clicks
- Brings content closer to customer
- Simplifies the process of transacting

35. Out of the 59% of travellers who
choose online travel booking,
11% book via mobile apps
- Yatra Survey

36. Customer opens
the email about
Dubai holiday
package
Travel App is
launched on
mobile
Customer can
make his booking
from the App itself
‘Thanks for
your inquiry’
email
‘Your booking
is confirmed’
email
‘Complete
your booking’
email
Email
received

37. Customer opens
the email about
Dubai holiday
package
Travel App is
launched on
mobile
Customer can
make his booking
from the App itself
‘Thanks for
your inquiry’
email
‘Your booking
is confirmed’
email
‘Complete
your booking’
email
Email
received
Email Deep linking eliminates extra clicks, brings content closer to
consumers, and makes it easier for customers to transact.

38. How does Email Deep Linking happen?

39. How does Email Deep Linking happen?
Call to action in
email is
embedded with
URI
User clicks
the CTA
Is the App
installed on
user’s mobile?
User can be directed
to the app download
page instead of the
website
App opens and
launches the relevant
page
User browses
information on app
and can make the
booking through the
App itself without
opening website
URI (Uniform Resource
Identifier) is the address
for an app on the mobile
User downloads the
app, browses
information and can
make the booking
through the App itself
without opening
website
NoYes

40. ENCOURAGE
APP
DOWNLOADS

41. Plan email campaigns that focus on
app-downloads, in-app links and in-app
triggers to re-define your mobile user’s
experience and convenience
TAKEAWAY

42. Quick Summary
 Plan more triggered email campaigns to increase relevance
with your subscribers.
 Real time triggered emails also increases engagement
helping enhance inbox placement rates.
 Reply based campaigns increase engagement and primary
inbox placement probability.
 Email Deep-linking helps enhancing customer experience on
the mobile device.

43. Thank You
For participating in our webinar
Session open for questions