Become an email & SMS marketing pro

Subscribe to get news, tips and updates delivered to your inbox.

Notify me on Messenger
10 min

A year of mailing activities analyzed and dissected to find out which elements truly make the difference to the success of an email campaign. This is the mission set by MailUp together with Università della Svizzera Italiana (USI) through a study to analyze the B2C emails of the hotel chain B&B Hotels and to find out if there is a correlation between the email structure and their performances.

With this new case study, we specifically focus on the best practices of email marketing for the tourism industry, where one of the main marketing goals is the retention of existing customers.

Read the full case study and see B&B Hotels’ results with MailUp

Why a specific analysis on the tourism and hotel sector? Because this is a sector where emailing is the third most widely used marketing tool to meet the challenge of customer retention, which is considered by major companies to be even more important than new customer acquisition (Ting, 2012). Knowing how to extend customer touch points beyond the length of their stay is a much-needed step to ensure repeat bookings.

Email marketing tourism: our best practices

Data also show that email campaigns in this sector do not stand out for having excellence performance: this is another sign of the need to provide specific guidelines for those involved in tourism marketing. By analyzing the email subject, content and images, several key factors were identified that encouraged open and click-through rates, making it possible to establish some broad best practices for the tourism sector.

B&B Hotels is a hotel chain founded in France in 1990 and has since expanded across 6 European countries and Morocco, with a total of 358 hotels. Analyzing the performance of its emails throughout 2015 has made it possible to identify the elements of the email subject that best encourage openings, the winning email layout in terms of click-through rates, as well as other key elements that affect indicator trends.

The results are available here: enjoy!

email marketing tourism b&b hotels

Liked this article? We have plenty more in store for you.

Subscribe to get news, tips and updates delivered to your inbox.

Read also

7 Fresh Design Ideas for Your New Year’s Email Marketing

‘Tis the season of sending holiday emails! From last-minute sales and promotions to warm greetings and thank yous, we know you’re hard at work this ...

Read more

How To Build An Effective Welcome Series

Automated welcome workflows are the best way to start the relationship with news users on the right foot. Here is a hands-on tutorial and 4 ...

Read more

6+6 Ways to Create a Holiday Gift Guide for Email

One of the biggest challenges for those involved in marketing is to be able to generate demand for the products they're offering. In other words, ...

Read more

Bring your emails to life with video, animated GIFs, countdowns and dynamic images

How-to, pros and cons: why and how to give a dynamic boost to messages in order to increase opens and conversions.  According to a recent Cisco ...

Read more

8 Promotional Emails That Actually Work

How to ensure that your promotional emails nail the task they're set out to do - boost conversions? Here are 5 tips to keep in ...

Read more

Black Friday: an Email Marketing Strategy in 8 Steps

The key to making the most of 24 November (and the long legacy that lingers on until Cyber ​​Monday) is to prepare in good time, ...

Read more