With Christmas and New Year over, and the weather getting worse by the day, now is the time of year when people start to think about jetting off to somewhere warmer. It’s not surprising that we seem to experience an influx of marketing for holiday and travel companies at this time of year. Customers can be particularly responsive to images of sun-drenched beaches and exotic resorts during this time.
If you run a holiday or travel company, email marketing offers a great way to connect with your customers and get them dreaming of their summer holidays. However, the travel industry can be incredibly competitive. So, how can you make sure that your email marketing campaign resonates with your customers? Instead of just emailing customers with your latest travel deals and special offers, there are various other ways you can get people to consider your holiday company:
Before your customer will book a holiday, they need to be thinking about holidays. A holiday is a very considered purchase, so people will often spend weeks (or months) thinking about their dream break before they book. So, before you go in with your sales pitch, take some steps to put holidays at the forefront of your customers’ minds. This could be as simple as emailing them an attractive photograph:
This email was sent by Unique Luxury Holidays on Christmas Day. It’s very simple and light on content, but does offer some benefits. The email makes no attempt to sell anything; it doesn’t contain a special offer of show any holiday deals. It’s only purpose is to wish their customers a Merry Christmas. An email like this can help customers feel valued and makes them feel like you care about them, and not just their money.
The main feature of the message is the photograph; a beautiful, sun-soaked luxury resort. This is a very simple way to get customers thinking about their ideal trip.
Offering a special deal is one way to encourage your customers to book a holiday. But, for some people, a holiday is about the unique experience a new location can offer them. Instead of just emailing your customers a list of your latest travel offers, let them know what they can experience when they visit one of your locations.
Jet2 did this recently when they introduced Malta as a new destination:
The email contained links to guides about experiences people can have in Malta:
An email like this offers something useful for your customers. It could be helpful for people who already plan to visit Malta but, mostly, it is likely to get people excited and interested in the destination. Customers may then be keen to consider Malta as their next holiday destination, regardless of the cost.
Customers may also appreciate travel advice. Globehunters offer send emails offering booking tips:
Again, an email like this will show your customers that you care about them. Also, by offering a few simple tips, it could encourage people who are reluctant or nervous about booking a foreign holiday to take the plunge.
Holiday marketing doesn’t have to just consist of emailing your customers the latest deals. By using some of these techniques, you can help your holiday or travel company step ahead of the crowd.