How and when consumers open emails from travel brands
Travel brands have long realised that emails remain the number one method by which to reach customers.
Social media was once considered to be a powerful entrant onto the realm of consumer communications, but over time it has evolved more into a notification and service channel (especially during travel disruption), rather than a primary way of reaching customers.
Although some brands have experienced traction with their Facebook pages for offers and discounting of products, the humble email appears for the time being to be holding its own as a reliable way of getting through to travellers.
These emails encompass everything from check-in reminders and destination information to promotions and general updates.
Movable Ink recently evaluated three billion email opens from travel brands to US consumers over a three-month period between July and September.
The exercise was carried out to understand how and when travellers are reading emails, open rates, etc.
Mobile open rates rise, with smartphones in particular showing a very high OTR.
Open rates climb to a weekly high on Saturdays
But desktop shows the longest “read rate”
NB: Emails image via Pixabay.
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in late-2016.