How do tourism enterprises use mail for marketing?

Here are three techniques that companies use to improve the conversion rate of online marketing:

1. The best time to send re-marketing mail: the conversion rate of sending mail within 30 minutes after the user terminates the reservation is the highest. If it is reissued after 24 hours, the conversion rate will decrease by 5 1%.

2. Best title: The mail with "order details" in the title has the highest opening rate. Other factors that bring about high opening rate include: enterprise name (tourism brand) and wording with a sense of urgency.

3. The best e-mail content: in order details, recommendations, promotional advertisements, social networking site links and other content. In e-mail, the "Complete Booking" button has the highest click rate.

1. Be fully prepared for subdividing the user list.

The preparatory work of enterprises in the early stage of e-mail marketing activities has a vital impact on the smooth development and implementation of the whole process. The word personalization is familiar to everyone, and users are eager to integrate themselves into such a marketing environment. Imagine that if a user often browses long-distance travel content, but the e-mail pushed is a long-term Zhou Bianyou route, which often runs counter to his interest points, then he may naturally lose a potential user. Therefore, before sending an activity email, an enterprise should subdivide and improve the user list, establish an e-ID digital identity file, and analyze its target needs according to the user's behavior, so as to push personalized email content, which can increase the viscosity between users and enterprises, and also lay a certain foundation for the enterprise's own image and reputation.

2. Plan the email content reasonably according to the user stage.

Users usually go through different stages before receiving an email and completing a purchase. Pushing suitable personalized emails for users at different stages is also the focus that marketers need to pay attention to and carefully plan. Shen Yulun listed the user stages commonly encountered by enterprises and the corresponding email sending contents:

(1) For unplanned users: send emails containing information such as tourist attractions and experience sharing, and provide coupons or carry out corresponding email marketing activities to attract users' interest and stimulate their travel needs;

(2) To plan and wait-and-see users, analyze their needs according to their opening behavior data, and recommend personalized tourism products and information;

(3) Selecting reserved users: using various systems to trigger the timely cooperation service of e-mail to ensure that users can conveniently complete the order transaction;

(4) For users who have completed their travel: reduce the frequency of sending product recommendation emails, send more care emails, invite users to evaluate products and services with discounts and other rewards, and promote the exposure of activities and expand the spread of social channels with the help of theme activities such as travel experience exposure and friend photo sharing.

Shen Yulun added that in addition, users at each stage can be subdivided into active users and inactive users to adopt more accurate e-mail marketing strategies.

3. Multi-channel bundling marketing to increase the purchase rate.

The mobile wave is imperceptibly changing users' consumption habits. Enterprises can take advantage of the trend of mobile Internet and SNS application, and combine email with SMS, Weibo, WeChat, website and other channels to meet the increasing or ever-changing mobile marketing needs of users. At the same time, online travel companies should provide users with a variety of communication tools, such as adding a one-button phone button to mobile phone web pages, mobile phone mailboxes, apps and online customer service to facilitate users' direct consultation. In the design of mobile email, due to screen reasons, it is required that the layout of the email part is clearer, and the call button should be designed to be larger and more eye-catching, which helps users to accurately lock the information and give users psychological hints about buying.

Finally, the tourism industry should be good at using email marketing to increase the adhesion between enterprises and users. In addition to fully understanding the needs of customers, marketers should learn to respond and interact with users in a timely manner through different communication platforms.