Email Marketing News
Email marketing 'good for re-engaging existing customers'
Wednesday, 17 September 2008Marketers working in the travel sector may find it useful to utilise email marketing for the purpose of engaging both new and existing customers following comments made by one expert at the Engage for Travel conference.
The event, which is run by the Internet Advertising Bureau, saw Russell Gould of travel firm Thomas Cook explain that the company's current email marketing strategy focuses on continual efforts to engage and re-engage subscribers over their upcoming holiday.
It has also combined email marketing with television campaigns to create a new e-zine that resulted in a 40 per cent click-through rate to the company website, he revealed.
Earlier this year, a study by Response One suggested that email marketing could be the best way for travel firms to encourage potential customers to visit their website and purchase holidays from them.
According to the survey, consumers generally expect travel providers that they have dealt with before to continue to send them special offers, Travel Weekly reported.