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Receiving permission-based email makes travelers more likely to patronize a given travel company. Such email also contributes to the formation of a more favorable opinion of the company — in addition to a stronger sense of brand loyalty, according to research from Epsilon.
Epsilon's travel email branding study, a compilation of responses from 1,517 opt-in permission-based email consumers nationwide, analyzed activities that take place offline and thus cannot be measured by click-through or email open rates. The study took place in October 2008 and was conducted by ROI Research.
Findings reflect that 71% of opt-in travel email recipients visited the marketer's site as a direct result of receiving the email. Another 33% type or copy the URL directly into their browser — 14% contact a travel agent.
The survey also found:
- 63% of respondents were more likely to buy from the travel companies which sent the emails
- 55% formed a more favorable opinion of those companies as a direct result of the communications
- 50% felt more loyal towards the sending companies and their brands
The vast majority of travel purchases influenced by email are made online. However, 48% of users that ultimately made offline travel purchases said the email they received made a direct impact on their decision.
80% of respondents that purchased airfare claim to have been directly influenced by email from travel companies. Meanwhile, 71% purchased hotel rooms, and 60% bought rental cars:
Crucially, 86% of respondents that opt to receive travel emails in the first place are already seeking deals, discounts and special offers. 51% subscribe to learn about existing packages and destinations; coupon-seekers compose 48%; and 46% are curious about new packages, routes and destinations.
A full 69% want to receive personalized content based on their website activity and past purchases.
A recent survey found email remains one of the strongest-performing tools available to online marketers, despite growing interest in social media trends.
