There’s no question that travel emails are on the rise. Some industry analysts predict that travel email marketing will hit $16.4 billion in 2021 alone. Why? People want to get the details about their journey quickly and effortlessly. They want to minimize how much they have to think about while on the go. This is a trend that affects all industries, but it is especially prominent in the travel industry.
If you’re looking to enter the travel email marketing space, here’s what you need to know.
Step one: Set up Email Tracking and Measurement
Before you can get started with your email marketing, you need to set up Email Tracking and Measurement tools from your email marketing service provider (EMSP). These are the programs that will allow you to identify which emails worked and which ones failed. You also need to set up goals and metrics to determine whether or not your strategy is effective. In most instances, setting up these tools and functions isn’t as hard as you’d think. Most services have one-click installs that make it easy for you to get up and running.
Step two: Select Your List.
The next step in the process is all about selecting the right list of recipients to send your emails to. You want to pick a targeted list of people who are interested in the type of content you offer. Once you have your list of recipients, you can use a tool like MailChimp to send your email marketing campaigns. Using a tool like MailChimp to send your emails will save you tons of time and energy, as well as allow you to easily set up automated email campaigns.
Step three: Create compelling subject lines
The subject line of your email is among the most critical parts. You need to choose a line that is both attention-grabbing and actionable. When someone opens your email, they will see the subject line and, hopefully, will have an immediate action response in mind when they read your email. This is crucial in getting someone to take the next step and read the rest of your email. To test the various subject lines you come up with, use a tool like Benchmark to see how many times your subject line was opened by recipients. You can also use a tool like MailChimp to create automated email campaigns where you can test out different subject lines.
Step four: Craft your email copy
Once you have your compelling subject line, you can begin to put together your actual email body. When someone opens your email, they will see a compelling message followed by a sign-up button. Your email body should include all the details about the journey you are taking them on. This should include the name of the destination, how you are getting there, and when you will arrive. It should also include any other pertinent information such as whether or not you will be using an airline or a cruise line.
Step five: Customize your email signature
Your email signature is the email text that will appear at the bottom of every email you send. You can use this space to promote your business. Make sure that your email signature is consistent throughout your emails and that it includes all of your social media icons. If you use a service like MailChimp, they will give you the option of including an email signature (or using your own custom one).
As you can see, setting up an email marketing campaign is very easy. Once you have everything in place, you can start measuring the results of your efforts. Are your emails pulling in the clicks you expect? Are people engaging with your content? Use tools like MailChimp to track the success of your campaign and tweak your strategy based on the findings. With the right tools and a bit of planning, you can’t go wrong.