The top three email marketing initiatives for the travel industry in 2010 are increasing email deliverability rates (38 percent), integrating email and social media (37 percent), and improving the segmentation/targeting of their programs (35 percent), according to a recently published StrongMail report.
The report, “Connected Marketing for Travel Providers,” was authored by email marketing analyst and The Relevancy Group CEO David Daniels, and is based on a survey of 296 travel and hospitality email marketers from mid- to large-size companies in the United States and United Kingdom in April.
The report also surveyed marketers about their top email marketing challenges in 2010, and found the top three were list turnover (32 percent), email deliverability (29 percent) and frequency management (28 percent), which highlights a focus on maintaining the value of every email address on their lists.
Among other findings, the report found that 30 percent of travel email marketers are using subscriber preferences or behaviors to target offers in pre- and post-stay emails, and that those using technology to target subscribers based on preferences and behavior are generating nearly twice as much revenue than those sending untargeted messages from reservation systems and homegrown solutions.
In-line with prior survey findings, travel marketers are also showing significant interest in integrating social media with their email marketing programs. Forty-two percent of travel marketers, for example, plan to integrate social media into email marketing programs this year. What’s more, 28 percent of respondents said they’re analyzing the social influence of their subscribers and using that information to target their email campaigns, and just over a third plan to embrace this tactic within the next 12 months.