The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel brands rethink email strategies to target millennials

Travel brands rethink email strategies to target millennials | The Insight Files | Scoop.it

Among millennials, the inbox might not actually be the first place to most effectively reach certain travellers. The plugged-in generation audience of millennials seem to welcome direct mail more so than emails. They have grown up with technology versus other generations who were thrown into technology. Therefore, receiving a postcard or piece of direct mail - albeit more expensive sometimes - tends to actually be welcomed. Across industries, questions persist, with analysis over the past decade showing that a significant percentage of millennials do use the Internet to send and receive email, at least occasionally. Furthermore, as notable in the above chart, there is no statistically significant difference between millennials, Gen X and Baby Boomer respondents. All were between 54% and 57% likely to have sent or received an email within the past 24 hours. Whatever the incidence of their interaction with electronic messages, the responses of millennials to email marketing are likely to be product specific.

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The state of email marketing in the travel industry

The state of email marketing in the travel industry | The Insight Files | Scoop.it

As the number of email users increases, globally, and as the open rates across platforms - but especially in the mobile space - rise, the time for marketers to fully implement email targeting and personalisation strategies is now. Content rules the email marketer's approach. Within this drive for more and better technology to make emails useful to consumers in real time, every time they open a message (or re-open one), success in the email marketing space is dependent upon the quality of the content. If travel brands create compelling content, subscribers want that narrative in their inboxes. It has to find them, however, in just the right way. Optimisation across different device types now goes hand-in-hand with content, and travel brands must align their emails (and landing pages) with the different sizes and shapes of the screens their recipients use. Click here to read the full report.

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