3 months ago
 

Move over bots, email is still the boss

US consumers prefer travel and hospitality brands to communicate with them via email rather than other channels, says a new study from Campaign Monitor.

While there is an element of “MRDA ” – an email marketing firm releases a study which says how great email marketing is – the research was independent and carried out by Market Cube.

Overall, the study found that more than half the 1000-strong sample check their personal email account more than ten times a day.

When asked about travel and hospitality brands, email was by far the “most preferred channel” for communications when given a choice of options. Direct mail is slightly more popular than apps and social media, with push notifications the least preferred option.

email - pref commsPeople might be checking their emails ten times a day, but how can travel brands persuade recipients to open their message? For travel brands, it appears that highlighting a discount within the subject generates a slightly stronger response than personalising the subject line.

email - discount vs pers
So presumably, a personalised subject line which also highlights a discount would generate an even bigger response.

And to really focus on the call-to-action potential, Millennials are the most responsive to emails. This age group –  under 35 and over 18 – has a “greater propensity to take action”, across all the verticals covered.

Click here to see the survey results in full.

NB Image by BigStock

 

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Martin Cowen

About the Writer :: Martin Cowen

Martin Cowen is contributing editor for Tnooz and is based in the UK. Besides reporting and editing, he also oversees our sponsored content initiative and works directly with clients to produce articles and reports.

For the past several years he has worked as a freelance writer, specialising in B2B distribution and technology.

Before freelancing, from 2000-2008, he was launch editor for e-tid.com, the first online-only B2B daily news service for the UK travel sector.

 

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  1. peter syme

    Real results from our marketing. Email opens 24-26% Messenger opens 99.7%. conversions from messenger are way higher than email as well. Obviously, that is just our own business, not industry wide

     
  2. Jordan

    I think the positioning of the question is important here, the question is posed in such a vague way that it would skew the results. Purely asking about all communications from travel and hospitality brands without dictating the intent, or nature of the message, imo leads the audience to assume the most common way in which they’d want to receive the message. If there were more specificity about message and intent that would illicit a different response.

     
 
 

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