Email Marketing Works For Tourism Industry
By Anna Johnson on January 28th, 2010According to Silverpop, which provides email marketing solutions, tourism companies are seeing excellent results from email marketing.
Silverpop cites a couple of examples of tourism industry clients that are using email marketing to their advantage.
Firstly, eBrains – an online marketing firm with a focus on travel and tourism – has seen its clients succeed with frequent but highly relevant newsletters, as well as targeted promotions and special offers.
eBrains’ promotion for the “2009 Festival of Blossoms” for Door County Wisconsin’s Convention and Visitor’s Bureau included a special eCard that generated a click through rate of 39 percent.
Based on its clients’ general satisfaction with email marketing, 60 percent of eBrains’ travel-industry clients increased their email marketing budgets in 2009, with similar numbers expected in 2010.
According to Matthew Gordon, chief online brain at eBrains:
“Email marketing delivers the highest ROI for our travel and tourism clients. It is a versatile channel that can be used strategically for brand building and tactically to promote special offers and events.”
“In this economy, spontaneous weekend getaways have been replaced by excursions that are well thought out and carefully researched in order to secure the best deal. This makes email an even more important tool for our tourism clients as they are able to make travelers’ jobs a bit easier by providing them with timely updates about special packages that just might entice them to go ahead and book that trip.”
Another Silverpop client, Atlanta-based Georgia Aquarium, sells about $500,000 in online tickets per annum via email. It sends monthly e-newsletters, news and event updates, and special offers to over 620,000 people on its list.
Why is email marketing particularly suited to tourism companies? Here’s Silverpop CEO Bill Nussey:
“Tourists have more choices and more sources of information about those choices than ever before. Tourist-oriented marketing programs require constant monitoring and tweaking to remain effective, and that’s much easier to do with email than with other marketing channels.”
Related Posts
- What Is The Average Email Open Rate?
- Email Marketing Trends: Offering Gifts Gets Higher Open Rates Than Discount Offers
- Your Customers WANT You To Email Them (and They’ll Buy More From You If You Do)
- What Is The Average Email Click-Through Rate (CTR)?
- Email Marketing: What’s The ONE Tactic That Makes The Biggest Difference?
