Email marketing in the tourism sector, a tool for attracting customers and building loyalty in summer

With summer just around the corner, it's time to prepare our holidays if we haven't already done so. That is why in the tourism sector, email marketing campaigns intensify in summer in order to offer users the best possible alternatives.

Although the months leading up to the start of summer are crucial, as this is the time when we start to organise our holidays, we must not forget that summer is very long and there are many people who organise their getaways at the last minute. Therefore, all those who think that email marketing campaigns should be put on hold in the summer are wrong. It is true that most people spend less time in the office and more time disconnecting. So it is clear that the frequency of sending can not be the same as at other times of the year.
However, even if we don't spend as much time in front of a computer, our mobile devices are always with us. According to data from eMarketer, in 2016, 43.8% of digital bookings are already made via mobile or tablet.This is an increase of 26% compared to last year. The direct consequence of these data is that hotels, airlines and travel agencies have to adapting websites and emails to these devices in order to facilitate the conversion of users.
In addition, the summer holidays are an ideal time to carry out an email marketing strategy based on the mood of our customers. Experts say that the willingness to buy increases when we are on holiday, as our mood is much better and we are more receptive..
Here are some examples of companies in the tourism sector using email marketing as a tool for attracting customers and building loyalty in the summer:
1) "Summerise" your newsletters
Make your newsletters go with the season. Use fresh, bright and cheerful colours. Just as at Christmas red takes over our emails, introduce summer into your email marketing strategy. A good example of this is the RIU Hotels & Resort email, which uses bright colours, both in the backgrounds and in the girl's clothes. A good way to convey in your emails the values that summer suggests: happiness, disconnection, freedom, fun, family... In this way you will get users to identify with your campaign.

2) Offer promotions and discounts
Whatever time of year it is, promotions and discounts always work. However, according to a study by Experian Marketing Services, the most successful communications during the holiday season are discount coupons.. So if offering promotions and discounts is already important in itself, doing so during the holiday season, such as in summer, is even more so. This is mainly due to the fact that on holidays we enjoy more free time, which in turn causes us to spend more. Therefore, offering our users discounts and promotions will increase the likelihood of conversion even more. A good example of this type of email marketing is the hotel company Melià Hotels, which sends different mailings offering discounts on their different destinations for these summer holidays.
 

3) Be consistent but don't overwhelm
Let's not forget that holidays are for disconnecting and relaxing. So anything that causes even the slightest stress will be rejected. We don't like to be burdened, and even less so when we are on holiday. That means that your email marketing strategy should be present at this stage, but it should not be intrusive. Study your target audience and adapt to their needs and tastes. Make sure your users don't get tired of you but don't forget you either.
Recommendation: Start sending an email every 15 days and analyse the behaviour of users to that email. Depending on their reaction, increase to one email every week or maintain that frequency. Everything will depend on the conclusions you draw from the users' behaviour. Also, take advantage of important dates to address them. 

4) Conveys positive and cheerful messages
"Smile, you're about to go on a trip", "Happy days" or images such as the one used by Iberia in its email, are good ways to communicate with users at this time of the year. The sun, the beach, the holidays... everything influences our mood, so take advantage of it and make the most of it.

5) Your emails must be responsive, yes or yes.
Although the responsive email should always be imperative, it is not always imperative. However, in the case of summer holidays it is especially important, since as we mentioned at the beginning of the post, we spend less time in the office, therefore, less time in front of computers and more time connected from our mobile devices. This encourages the use of mobile phones to check email. Therefore, design your responsive email to get the most out of your mobile campaigns. Vueling is a great example of how to adapt your emails to mobile devices.

6) Combine your email marketing with other channels
Summer is the most "social" time of the year, people are more receptive, more connected... So, it's the best time of the year to be social. combine our email marketing strategy with a social media strategy can be a key element in achieving the desired impact. Motivate your users to follow your networks and get the most out of your social networks. Cross Channel strategies.
 
 
 
 
I want to hire email marketing services for this summer!