By Taz Bareham — 7 Sep 2017
Automated e-mails are an important part of your online marketing strategy, and they can help you increase engagement amongst your previous customers as well as your future visitors. Whether you are sending out automatic confirmation e-mails or follow-up e-mails requesting feedback after a tour, you will want to create e-mails that are both inviting and interesting. As you are looking at your metrics, you may find that a number of people on your e-mail list are deleting the messages without ever opening them. This is a relatively common issue in the travel industry, but it’s definitely a problem that you will want to solve. Here’s how you can get your customers to open emails every time you send one:
Your customers do not need to hear from you three or five times every week. In fact, they don’t want to hear from you that often! You need to strike the right balance of keeping your brand at the forefront of their mind without spamming them with information. Customers will not open emails from brands that annoy them. In fact, it is a legal requirement in Australia that company emails have an unsubscribe option included in them, so if you annoy them too much you’ll lose them entirely. Sending out an email several times a month, or even once a week, is the best way to stay in touch with your target audience without annoying them.
When you do decide to send an email, you should choose the right day of the week to submit it. Weekends are not the best time, as most people are not avidly checking their emails during their time off from work. In addition, Mondays are a day where everyone is playing catch-up and they may just delete your email as they try to clean out their inbox. On Fridays, people are winding down from the week and they may not be as interested in what you have to say because their mind is focused on the weekend ahead. Your best bet to get customers to open emails from you is to send an automatic email on Tuesday, Wednesday or Thursday. Statistically, Tuesday at around 10am is the best time to send an email for people to open it.
Remember that the first challenge of emailing your customers it getting them to open it in the first place. If you have a boring, bland subject line, most likely they will ignore it or delete it. If you have a subject line full of capital letters, exclamation marks and words like ‘special deal,’ it could be caught by a spam filter. You need to strike a balance and make it attention-grabbing so it piques their interest enough to open it.
Once the customer opens the email, you need to get to the point, and quickly. If your email includes a promo code, make sure it’s in a highly visible spot. Only include a few lines of information so that you don’t waste your readers’ time.
Most people are checking their emails on a smartphone or tablet device. If they can’t read it on their phone, they will likely just send it to the trash.
With Rezdy, you can schedule automatic emails for your travelers and ensure that they get the information that they need for their upcoming experience. Automatic confirmation emails are one of the most popular options, but you also might want to send an e-mail filled with tips and information about what they will need for their tour or activity. Emails with promo codes, follow-up e-mails and e-mails about new products are also a good choice for your business.
Try Rezdy for free, we’ll help you manage it all.