e mailmarketing in travel by apsis
TRANSCRIPT
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!
