Although the months leading up to the start of summer are crucial, as it 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 in summer we should stop email marketing campaigns are wrong. It is true that, normally, most people spend less time in the office, and more time disconnecting. Therefore, it is clear that the frequency of spain mobile phone number list sending cannot be the same as at other times of the year.
However, although we do not 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 reservations are already made via mobile or tablet , which represents an increase of 26% compared to last year. The direct consequence of this data is that hotels, airlines and travel agencies have to adapt their websites and emails to these devices in order to facilitate user conversion.
In addition, summer holidays are an ideal time to carry out an email marketing strategy based on the mood of our clients. Experts say that the predisposition to buy increases when we are on vacation, since our mood is much better and we are more receptive .
Below, we propose some examples of companies in the tourism sector that use email marketing as a tool for attracting and retaining customers in summer:
1) “Summerize” your newsletters
Make your newsletters in keeping with the time of year. Use fresh, bright and cheerful colors. Just as red takes over our emails at Christmas, introduce summer to your email marketing strategy as well. A good example of this is the email from RIU Hotels & Resort, which uses bright colors, both in the background and in the girl's clothing. A good way to convey the values that summer suggests in your emails: happiness, disconnection, freedom, fun, family... This way you will get users to identify with your campaign.
Email Marketing RIU Hotels & Resorts
2) Offer promotions and discounts
No matter what 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 vacation time, such as in summer, is even more so. This is mainly due to the fact that on vacation we enjoy more free time, which in turn causes us to spend more. Thus, offering our users discounts and promotions will increase the probability of conversion even more. A good example of this type of email marketing is the hotel company Hoteles Melià, which sends different mailings offering discounts in its different destinations for these summer vacations. 3) Be consistent but don't overwhelm Let's not forget that vacations are for disconnecting and relaxing. Therefore, anything that causes even the slightest stress will be rejected. We don't like to be overwhelmed, and even less so when we are on vacation. This means that your email marketing strategy must be present at this stage, but it must 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 by sending an email every 15 days and analyse the behaviour of users in response to that email. Depending on their reaction, increase to one email per week or maintain that frequency. Everything will depend on the conclusions you draw from the behaviour of users. Also, take advantage of special dates to address them. 4) Send positive and cheerful messages “Smile, you are about to go on a trip”, “Happy days” or images like the one Iberia has used in its email are good ways to communicate with users at this time of year. The sun, the beach, holidays… everything influences our good mood, so take advantage of it and make the most of it. 5) Your emails must be responsive, yes or yes. Although responsive email should always be imperative, it is not always the case. 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 people to use their mobile to check their email. Therefore, design your email responsively 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 combining our email marketing strategy with other channels is a great way to achieve this.
