e mailmarketing in travel by apsis

Creating e-mail success

for travel clients

Kelly Lorenz, Strategic Services Manager

4 000% ROI

(RETURN ON

INVESTMENT)

SOURCE: DIRECT MARKETING ASSOCIATION, 2012

Desire

Travel Selection Process

Travel

Selection

Return

Search

DUTCH TRAVEL TRENDS

Source: DMInterface 2012

NEED ESTABLISHED

• Desire to travel• Destination selected?• Timeframe created?

Appropriate tool: Search marketing

SEARCH AND EMAIL MARKETING

INTEGRATED

RESEARCH PHASE

Value proposition front and

center – why you & what

can you do for them?

RESEARCH PHASE

• Search-related

• Personalized

• Customized

DATA COLLECTION

• How are they planning to travel?

• Where are they traveling from?

• What’s the type of customer?

TRACKING

• CRM integration VITAL

• Mark source every time

• Follow up appropriately

ABANDONED SEARCH

FOLLOW UPS

RATE ALERT TRIGGERS

NURTURING SERIES FOR FIRST BOOKING

• Why

• Value

• Personalized

• Share with a friend

PRE-BOOKING/NURTURING PHASE

• Financing FAQs

• “Wish you were here”

• Vacation planner with dates

WHEN BOOKED, GET SUBSCRIPTION!

UPSELLS AND

CROSS-SELLS

PRE-TRIP

PRE-TRIP TIPS

• Weather reports

• Destination guides

• Language tips

• Cultural recommendations

PRE- AND POST-TRIP

POST-TRIP

POST-TRIP ONGOING

COMPELLING CONTENT

What to do during the “between” times

• Games

• User-generated content

• Travel ideas

• How to have fun at home

…Essentially keep top of mind until it’s time to

book again!

Questions?

Kelly Lorenz

@KNLorenz

Kelly.lorenz@apsis.com