1. BOOKINGRECOVERYEMAIL
THEPERFECT
Whentosendthefirstemail
thesUBJECTLINE
theEMAILCONTENT
TAKEAWAY: SPEEDMATTERS
Re-engaging the customer within the first 60 minutes of an abandoned booking increases
your conversion rate. Speed is an essential part of a booking recovery email campaign, with a
51% drop in performance after 24 hours.
How long should you wait to send an email when a customer has abandoned a hotel, flight,
ferry or holiday booking? Here are the average conversion rates from a selection of 100
global travel brands grouped by sending time:
What should you include in the subject line to ensure the email gets opened? Here are the
average open rates from a selection of 100 global travel brands grouped by content:
What should you include in the email content to ensure customers go back and complete their booking?
Here are the average click through rates for different links across a selection of 100 global travel brands:
2013TravelEdition
30mins
45mins
60mins
1-4hrs
4-24hrs
+24hrs
5.3%
5.2%
4.9%
3.7%
3.1%
2.7%
$ $ $ $ $ $
$ $ $ $
$ $ $
$
$
$ $ $
$ $
$
$
$ $ $ $ $ $
Time
FROMABANDON
CONVERSION
FROMSENDRATE
TAKEAWAY: TESTING,TESTING,TESTING
Test different content within your subject line to achieve the best open rates possible. A
combination of company name and booking details is a safe bet to ensuring an open rate of
over 50%.
48%
0
5
10
15
20
25
30
35
40
45
50
55
COMPANYNAME
54%
BOOKINGDETAILS
42%
PERSONSNAME
48%
URGENTTONE
42%
CUSTOMERSERVICE
TONE
TAKEAWAY: ONEsmallSTEP...
Good email creative is essential to optimizing a booking recovery campaign. The most
successful emails make it easy for customers to get back to the website as quickly as possible,
using a variety of links and options. Clear and simple calls to action such as ‘Complete Your
Booking’ consistently perform best.
7%
BOOKINGDETAILS
10%
RECOMMENDATIONS
12%
COMPLETEYOUR
BOOKING(INTRO)
31%
COMPLETEYOUR
BOOKING
1.9%
SOCIALLINKS
0.1%
UNSUBSCRIBE
10%
TEXTHYPERLINKS
8%
PROMOTIONALBANNERS
8%
CONTINUEBROWSING
2%
cLIENTlOGO
6%
NAVIGATIONBAR
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AVERAGEOPENRATE(%)
%=ClickThroughRates