Why ‘uncool’ email still has a vital place in agents’ marketing arsenal
Lisa Edwards-WebbIn this era of AI-drenched algorithmic social media platforms, email marketing can have a reputation for being "uncool" or old-fashioned.
It’s easy to see it as the equivalent of the ageing relative you’ve had to invite to a family party, who stands awkwardly at the edge of the dance floor – justifying their presence by willingly getting the deals out, and volunteering when the karaoke of trading pressure cranks up.
But before dismissing email’s dated dance moves, it’s worth remembering it’s been around a lot longer than the whippersnapper social platforms. It might be old school, but it can still play a big part in getting – and keeping – the marketing party going.
Email marketing remains a cost-effective tool for building emotional connections with customers when approached and deployed strategically. Whether it’s onboarding "new to brand" prospects or driving repeat purchases with regular messages over the longer term, email can add value at every stage of the marketing funnel. And it doesn’t have to be complicated.
Starting the conversation
Take the first case. Your customer has just opted in to join your marketing party and receive emails from you, so what chat-up line can you use to start the conversation?
There’s no need to be creepy. Ask yourself, have they created a wish list, requested a quote, or made contact with a customer service query?
Look at where they are on their journey with your brand, think about the next step you want them to take, and tailor your contact accordingly and with relevance.
Finally, try to determine their mindset. Doing so will help to guide the tone your message should take – from inspirational and emotionally uplifting to practical problem-solving.
Strategically timed emails
Beyond the introductions, email marketing can also play a pivotal role in supporting repeat bookings for existing customers.
They’re most likely to book again within the first year of returning from their holiday, so plan for strategically timed emails that will encourage them to do so – perhaps hooked on to the anniversary of their original booking, the opening of a new hotel or attraction in the destination they visited, or just a recommendation of a similar holiday type.
Email isn’t just a sales tool
It’s not all the white-heat of commerce though. Email is a tried-and-tested vehicle for maintaining brand loyalty over the long term. Personalising messages through smart data usage, or random acts of kindness such as a birthday email or Christmas message, can go a long way ensuring your customers stay with you.
And a customer who feels you care about them will advocate for you, and be more likely to make a favourable recommendation in response to a trigger email campaign seeking their feedback – providing wonderful content for your marketing, website and beyond.
Respect for customer data
But regardless of whether they’re new arrivals at your party, or long-stayers, never forget that the data of customers who have opted to receive marketing communications from you must be treated with the utmost respect. Timely, targeted communications should be your guiding principle – resist the siren call of prostituting your precious database to a continuous cycle of offers that damage brand reputation and increase unsubscribe rates.
And every party animal benefits from guardrails. Compliance regulation demands that customer data is stored safely; it’s incumbent on you as a host to check you have the right opt-ins set up and a stringent process to capture data, especially when being obtained over the phone.
Using a well-respected email service provider like Zoho or Dotdigital will enable you to organise your campaigns and data sets for sending, and give you an invaluable “single view” of each customer within the confines of the law.
Far from being an unsexy anachronism hovering awkwardly at the edge of the modern marketing party, email can still be the life and soul.
Lisa Edwards-Webb has over 20 years’ experience in travel marketing, and has led teams at Virgin Holidays, Travelopia, Saga and Titan Travel. She’s a specialist in in customer acquisition, CRM strategy, brand development and digital marketing and is a member of the Llama collective of travel marketing specialists, helping brands all over the world to sharpen their marketing.
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