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.
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!