Emailing for the Banking Industry: Data Privacy and Deliverability

Emailing has proven very effective in virtually every industry right across the board. This is especially true in the financial and governmental sector, where banks, insurance companies, neobanks and fintech companies send millions of emails every day to communicate with current and future customers.

However, the growth of email in this sector means there are new challenges to face: making sure that emails reach the inbox while ensuring the highest standards of data security and privacy. In this article, we have set out the techniques for optimizing your deliverability and achieving a high level of data privacy and security within your organization.

The importance of emailing in the banking industry

The banking sector has seen a noticeable rise in the use of email. With the increase of social awareness around the use of paper, financial institutions have been going paperless and looking for other more sustainable ways of communicating with their customers, such as email and mobile apps.

There’s several reasons for the popularity of email in the banking sector:

  • Everyone has an email address: Nowadays, having an email address has practically become an essential, making it one of the most widely-used means of communication, especially for important messages.
  • It’s instant, but can be saved for later:Banks can message their customers instantly. Also, the messages remain in the inbox, which means recipients can go back and read them at a later stage.
  • Personalized emails can be sent to scale: A reliable email infrastructure lets you send large volumes of personalized email with each customer’s individual information, such as month-end transaction summaries or quarterly charge notifications.
  • It’s affordable, easy to use and offers concrete metrics: The simplicity of email and the variety of information available to marketers make this method a perfect tool for sending marketing and transactional communications.

However, digital transformation also poses new challenges for the banking sector. Financial institutions must be sure that the critical messages they send by email are not compromised and that they reach the user’s inbox.

How to ensure a high level of data security and privacy in email

According to the study carried out by Capgemini and the EFMA in 2019, 76% of senior executives say that one of the biggest worries for the banking industry in the new digital age is the privacy and protection of their customers’ data.

As part of a company that deals with money and people’s personal data, you know that your organization should not take security lightly. It is essential to protect confidential information and avoid cyber attacks or data leaks.

That’s why email, as one of the most popular channels for direct and personalized communication with your customers, must be secure and guarantee that all data is safely stored and only available to those with access authorization. It’s important to remember that inboxes have become places where those with harmful intentions seek out their victims and exploit their weaknesses.

What regulations must my company comply with?

Of all the emailing agreements that you need to comply with, the most important is the EU General Data Protection Regulation (GDPR). 

GDPR came into effect in May 2018 and regulates the processing of European citizens’ data. It applies to all European and non-European companies whose customers live in the European Union.

If you are still unsure about the requirements of this regulation, we have prepared a kit with all you need to know about GDPR that will help you achieve compliance within your company.

However, it is not enough to ensure your own company’s compliance; you must ensure that your service providers also comply strictly with the regulations, especially if they deal with data and confidential information.

Third-party providers are often the weakest link in a company’s ability to be GDPR-compliant. Email service providers pose an especially high risk as they regularly process and store a large scale of personal data (example: first name, email address, IP addresses) on behalf of enterprises. That is why compliance from the entire processing chain is so important today.

Darine Fayed

Head of Legal and Data Protection Officer at Mailjet

Techniques for improving data security and privacy

Data privacy and security are also a major concern for your customers. According to an IBM survey, 81% of consumers are concerned about how companies manage their data and 87% think that companies need to tighten their personal data management policies.

To help your organization to ensure optimal data security and privacy, we’ve listed the two main techniques required to achieve a firm foundation.

Server security and data storage

Firstly we must make sure that the servers on which the data is stored are secure.

If it is your own company that is responsible for storing this data, it must be, at least, GDPR compliant. Provide continuous surveillance of the servers and limit the number of people with access to them. This is mandatory for your business, and it is key for the protection of your users’ information and for their continued trust.

If the data is stored by a separate company, keep in mind that your chosen provider must offer all the guarantees. Redundancies, fire prevention, high security levels, energy self-sufficiency, etc. As you will not be the one directly managing the server, you must ensure that all preventive measures required to guarantee the maximum level of security are followed. If you have European customers, it might be a good idea to also have servers in Europe, as the strictest European laws will apply.

The choice between relying on your internal email infrastructure to manage your email requirements or outsourcing to a third-party service can be a difficult decision. To help you find the best solution for you, Mailjet has created this guide, which looks at everything you will need to consider and gives a detailed explanation of the three solutions available to you.

 

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Encryption

Encryption is the most common method for protecting emails and the information that they contain.

Despite what most people think, the DKIM protocol does not provide message encryption, although it does add an authentication layer which helps to protect your messages. When you send an email using DKIM, the receiving servers will check it. They will use your public key to verify that it matches the private key included in the DKIM signature. If it does, it means that the domain name sending the email is legitimate, and the sender’s identity will consequently be validated and the email decrypted. Otherwise, the email might be treated as a phishing attempt.

To protect your emails, Mailjet encrypts the channel by which your emails are sent from your sending server to the recipient’s server. This is done by the Transport Layer Security (TLS). However, not all internet providers use TLS, which means that if you send a TLS encrypted message to a server that doesn’t follow this protocol, this type of encryption will not be effective.

How to achieve world-class deliverability

If you are a financial sector organization, the security and the privacy of your data are not your only concern when it comes to emailing. Reaching your users’ inboxes has become both a challenge and a priority.

If your organization uses email as one of its internal or external communications channels with current or future customers, you must ensure that they are receiving your emails in the right place (inbox) and at the right time.

What is deliverability and why is it important?

Deliverability refers to our ability to deliver an email to our recipient’s inbox.

Did you know that statistics show that around 20% of emails sent do not reach the inbox?

Deliverability is undeniably a basic consideration for any company sending emails and especially for those dealing with relevant, financial and personal information such as in banking, insurance or fintech businesses. Information that must be delivered on time and at the right time. And, of course, the privacy and protection of your customers’ data must be respected.

There are many practical examples in your sector where deliverability, security and privacy go hand in hand. These include purchase or bank transfer confirmations, transaction authentications, the sending of confidential documentation such as contracts, policies or summaries of a customer’s position status, or welcoming new customers to your services. Take a look at this example from ClearScore:

Email Clearscope

Even something as simple as delivery confirmation of a package containing a new credit card, for example, needs to reach the inbox at the right time. A good example is this email from Barclays:

Email Barclays

Finally, there are communications that should literally be instantaneous, especially transactional messages. Email will allow you to do this better than ever, if you have a good email service provider like Mailjet, of course. Although the best way to cover your back is to add transactional SMS to your triggered emails, as these have a 98% opening rate.

Techniques for improving deliverability

Improving your company’s email deliverability is a task that requires dedication and consistency, so your team should work consistently and always observe best practices.

Here is a summary of some techniques that will help you to maintain deliverability at optimal levels.

Use a subscription form to create your lists

Good emailing practice starts with a good list of contacts who are active and interested in receiving emails from your company. Your organization will need to follow these two basic rules:

  • Never buy nor borrow a contact list. This will have a negative effect on your current and future deliverability. These third-party lists are usually outdated and contain spam traps.
  • Use double opt-in.This way, anyone who subscribes to your emails will receive a confirmation email that they must validate in order to have emails sent to their inbox.

 

Regularly clean your contact lists

Contact lists change constantly. Some will subscribe to your emails and others will unsubscribe, change their addresses or lose interest in your company’s content.

Instead of sending them emails which no longer appeal to them, we recommend that you periodically delete these inactive addresses, as well as those addresses that return error notifications, blocking, cancellation of subscription or spam complaints after every marketing campaign.

This way, you will keep only those contacts who are interested in your services and avoid sending emails to people who do not even open the messages or to addresses that no longer exist. This way, your email statistics will skyrocket, ISPs will receive very positive signals and your deliverability will improve overall.

We recommend carrying out a thorough cleaning of contacts and we have created this article to show you how it can be done.

Have a WHOIS public profile

A WHOIS is basically your website’s ID card. It lets everyone know who is behind the domain name: technical and administrative staff, location of its offices, etc.

Having a WHOIS public profile is a guarantee for any internet user, including the ISPs, that there are legitimate individuals behind the scenes. If there are certified credentials, email managers are more likely to allow emails to reach their appropriate inboxes.

Configure your SPF, DKIM and DMARC

If this sounds like double Dutch to you, don’t worry, but it’s important that you know that your technical team has configured these protocols, as this will help the ISPs identify you as a legitimate sender. It’s good practice and, in fact, it is mandatory to do so as it will have a positive effect on your deliverability and ensure your deliveries.

To avoid going into too many technical details here, we have drawn up a step-by-step guide on how to do it that you can share with your technical team.

As you can see, deliverability is much more important than it seems. If you want more details, we recommend you download our ‘Landing in the Inbox: Deliverability Basics’ guide.

Mailjet is your best friend for emailing

Now that we have seen the importance of having good deliverability and complying with data privacy and security, it’s important to know who you can trust for all aspects of emailing. And, of course, this is where Mailjet is your best friend. Here is why.

Maximum data confidentiality

Mailjet was the world’s first email service provider to receive Afnor’s AFAQ certification, which guarantees compliance with the principles of GDPR, and the first to undergo a rigorous process to obtain ISO 27001 certification, the international standard for best practice in information process security.

What is more, all our data is stored on European serversusing our Google Cloud Platform partners.

If you want to email online without having to worry about data security and privacy, Mailjet is the solution for you. For further information about Mailjet’s data privacy and security, you can check out this post.

World-class deliverability with a team of dedicated experts

Companies who use Mailjet to send their emails enjoy world-class deliverability.

In addition to the good relationship we have with ISPs across the world, our team of deliverability experts will also help you send from dedicated IP addresses, if you choose them, and help you to learn best practices in deliverability, thus enhancing your reputation as a sender.

As part of your tailored Enterprise plan, you’ll also benefit from a dedicated Customer Success Manager will help you to achieve your objectives and get the most out of your emails, while also spearheading improvement and training initiatives for your team.
Reunión de equipo

Maximum scalability and versatility for sending emails

You can benefit from Mailjet’s full potential in a number of ways: we offer you the chance to use our interface directly, join our Email API or connect to our SMTP server in a matter of seconds.

Our infrastructure is effective, reliable, secure and scalable. Mailjet can send emailing volumes of up to 15 million emails per hour, to support your email needs during peak times.

Receive real-time alerts if anything goes wrong

With Mailjet, you’ll have everything under control. Thanks to our advanced platform and exclusive Real-Time Monitoring feature, you and your team will be the first to receive instant notifications if there’s any unusual activity in your transactional emails.

Send Transactional SMS

Mailjet also helps you promote your business by sending transactional SMS. Transactional SMS are not only really effective, but also extremely useful in improving your platform’s security in accordance with the new P2D2 regulations.

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Our simple and reliable SMS API will allow you to easily send personalized messages to over 60 countries.

Interested?
More than 130,000 companies now trust Mailjet to send their emails. Discover how when can help you improve your deliverability and increase the security of your emails.

Talk to an Expert

Email is a really powerful tool for businesses around the world and the best communication channel for the banking industry. However, improving deliverability and guaranteeing the protection and security of your emails is a must.

Learn more about how Mailjet helps +130,000 companies around the world send better emails and find out what our email experts can do for your business.

[Guide] Landing in the Inbox: Email Marketing Deliverability Basics

There’s nothing we hate more than seeing great email go to waste. Currently, one in every six messages sent worldwide fails to land in the inbox. Deliverability is a growing concern among email marketers and one of the main barriers to effective marketing.

There’s no point spending time crafting great content if your messages never reach your subscribers’ eyes. In this Email Marketing Deliverability Basics guide, we’ll help you start off on the right foot and land your email to its intended destination. We’ll also explore how to keep your subscriber engagement at the heart of your email strategy.

In the ‘Landing in the Inbox: Deliverability Basics’ guide, you’ll learn:

  • ✅ What is email deliverability and why it matters
  • ✅ How to build the foundation for deliverability
  • ✅ How to choose between a shared and a dedicated IP
  • ✅ How user engagement can affect your deliverability and what you can do to improve it
  • ✅ Legal and technical considerations to improve your email deliverability
  • ✅ How Mailjet can help get your emails into the inbox

 
So, are you ready to start improving your deliverability and land in the inbox? Download the ‘Landing in the Inbox: Deliverability Basics’ guide now.

Email Marketing For The Travel And Tourism Industry

Ask anyone about their interests, and most people will probably mention travelling. There are so many people posting about their #wanderlust that it should be easy to beat your sales goals every month, right? And yet, with such a competitive market, it’s increasingly hard to turn all those eager travellers into customers. Lucky for you, email marketing is here to help you. 😏

In this guide, we will cover the fundamentals of email marketing for the travel and tourism industry and give you campaign ideas and examples for the most common scenarios.

Travel and tourism in the digital world

The Internet has forever transformed the way we travel.

Most people spend hours scanning the Web to find the best deals, riffling through tourist guides and leaving a trail of valuable data about their interests, budget and patterns, changing the travel industry in the process. The harder life gets and the more their workload increases, the more inclined people are to get lost in their own imaginary vacations.

Now, the ball is in our court. As marketers, we have the opportunity to grab these people’s attention. It’s not easy, though. Travel and tourism businesses in the digital world face two big challenges:

  • The customer journey is longer: There are many different aspects and elements users take into account when preparing a trip, so it’s important to map out that customer journey to ensure we have the appropriate touch points throughout the whole lifecycle.
  • The competition is tougher: The Internet is filled with multitude of travel providers and tempting vacation offers. Targeted customer communication is essential to stand out in such a crowded competitive landscape.

 
Choosing the right marketing channels to communicate with your customers is key to succeed in the digital world, and email should play a very important role in any omnichannel marketing strategy.

Creating a strong email strategy for the travel and tourism industry

We know it already, email is the best performing channel for ROI, ahead of SEO. It’s our job to use this endless stream of information to build a superb email marketing strategy that turns tourists all over the world from daydreamers into actual customers.

So, how do we turn a dull inbox into a real gold mine? We’ve got the tips and examples to help your create a winning email strategy for your business.

Define your email goals

It’s never smart to start sending emails out without clear objectives. So before you start building out your first campaign, take some time to think about your overall goals and your more specific ones.

It’s important to be as concrete as possible when establishing your overall goals, which will allow you to design specific milestones you want to reach with each campaign. For example, your overall goal might be to increase your sales by 20%. Your specific goals will help you determine the exact conversion rates you are aiming for in each email.

Build a healthy contact list

Before you begin sending emails, you need to build a list that has the potential to convert. That is, a list of contacts that are interested in what you have to offer.

At Mailjet, we believe that success lies in growing your list organically and not from buying data. The prospect of starting your contact list from scratch might be daunting, but it is key to get the best results.

Asking for consent to send marketing emails ensures users are interested in the content we send, and is also key to comply with data protection regulations, like GDPR. At the end of the day, spending your budget by sending emails to people that are not interested is just a waste of money.

Learn more:

 

Conquer responsive email design

The way we browse the Internet and interact with companies online has changed, and so has the technology we use to read our emails. Now, we use a range of devices (tablets, smartphones, wearable…), all of which have different sized screens and display messages in different ways.

When designing templates, it’s essential to keep these different screen sizes in mind. Responsive designs are those that render properly and deliver a consistent message, regardless of your contacts’ device or email client. Your template and your beautiful images, key to take your reader straight to their dream destination, should adapt to the device they’re being viewed on, or they won’t be effective at all.

Learn more:

 

Choose a responsive email editor

While ensuring your design is responsive might seem like a pain, at Mailjet we’ve done the hard work for you. Our drag and drop email editor Passport makes designing emails a breeze. All you need is your creativity and to follow the design best practices we regularly share with you on our blog.

Mailjet's travel & tourism email templates

Want these email templates? Create a Mailjet account now and start customizing them now, or try our editor’s demo now to see all you can do with them.

Use customer data to send better emails

Understanding why your customers go to your website, their interests and budgets is essential to produce emails that are not only relevant, but also targeted to each and every one of them. Gaining insight from what they book, when they do it and how much money they spend is priceless information that will allow your email strategy to go from good to great.

Nowadays, there’s a huge amount of data available for email marketers to use, although we don’t always make the most of it. Here are a few ways data can help you build more meaningful emails:

  • Segment contact databehavioral data and data based on your users’ previous interactions with your website to better target your customers and to send them contextually relevant emails. There are many examples on how to use segmentation, like targeting contacts in Northern Europe with a campaign about warm destinations, or encouraging big spenders to book a luxury stay at your hotel.
  • Personalize your messages to engage with your customers on a one-to-one basis. It’s not just about the simple things, like including your contact’s name in the subject line, but also about using tools like dynamic blocks to tailor the content to each and everyone of them.
  • Use A/B tests to compare the performance of different versions of the same emails. The opportunities are endless – from the basics (from name, subject line, CTA) to aspects such as personalization, content, design, sending frequency or even sending days and times.

 

Integrate marketing & transactional emails

Before, marketing and transactional emails used to be handled independently. Nowadays, though, companies are expected to offer a seamless customer experience across both marketing and transactional emails. By making sure your marketing and transactional emails have the same look and feel, your customers will know they are communicating with the same company, one with a distinguishable brand identity.

However, using marketing and transactional messages as two complementary email channels is also about leveraging the power of these triggered messages and their possibilities for upselling and cross-selling. Transactional emails in general have high engagement metrics, as they are sent to customers who are awaiting a confirmation. Including promotional opportunities within these emails, like further offers or services, can be a great way to boost your client conversion rates.

Transactional email with marketing offers

Learn more:

 

Understand how deliverability affects your email ROI

Creating and sending beautiful email campaigns is pointless if they’re not landing in the inbox. Even though the hard work seems over when you press the SEND button, your emails go through a whole journey to reach your recipient, and many factors involved could determine whether your email lands in the inbox or the junk folder.

Learn more:

 

Email campaigns for the customer lifecycle in the travel and tourism industry

We’re sure that after spending quite some time learning about the tools and features that can help boost your email sendings, you’re eager to get new ideas and start creating your own campaigns. We have explored how to combine your transactional and marketing efforts to leverage triggered emails’ open rates, and now it’s time to take a look at some of the marketing emails you can implement.

There are multiple stages in planning for a trip and multiple steps in the customer lifecycle in the tourism industry, and you need to be prepared to walk your customers along the way.

Welcome Programs

Welcome series give you the opportunity to greet your customers upon joining your platform and to offer them some valuable information to make the most of your service. Letting your customers know about the kind of communication they can expect from you and allowing them to choose between different options will enable you to send them targeted emails that are more likely to interest them.

AirBNB's welcome email on boards the customer

Airbnb’s welcome email is great at onboarding users and highlighting the next steps to get started. It’s eye-catching and includes clear CTAs to help users navigate the platform.

Birthdays/Anniversaries

Who wouldn’t want to celebrate their birthday somewhere magical? Wish your contacts a ‘Happy Birthday’ and include a discount on a weekend getaway or a promo code they can apply on their next booking.

Loyal customers go a long way. Why not use the data you have available to thank them for X years together? You could include an exclusive offer to reward them for their loyalty.

JetBlue Anniversary Email Example

It doesn’t get much better than JetBlue’s anniversary email. This fun, friendly and slightly cheeky approach lets customers know they are valued and encourages them to stay loyal to the brand.

Flash Sales

Limited offers are extremely common in the tourism industry. Even though travellers are now getting savvier and exploring different possibilities before booking their trips, many decisions are still made based on great deals and amazing discounts.

Some business have turned the flash sales model into the core of their business, like Secret Escapes, Voyage Privé or Groupon. Even if this is something you are not interested in doing on a regular basis, offering tickets at discounted rates or cheaper upgrades can help boost your sales during a particularly quiet period.

Secret Escapes Flash Sales Email

Secret Escapes uses flash sales on a regular basis to entice users to book trips. They always feature a very attractive discount, and put an emphasis on how long you have until the offer ends.

Newsletters

If you ask people about their interests, chances are many of them will say travelling. Even if we don’t have the money, fantasizing about different city-breaks and dream vacations is something we’ve all done at some point. That’s why, creating regular content that promotes your top destinations or exciting leisure offers will allow you to entice your contacts ahead of their upcoming week off.

Going on holiday normally means spending a big amount of money, so people are not likely to book a trip every time they receive your newsletter. But if you regularly send them content that adds value and they love reading, they’ll probably think of you once they’re ready to book their trip.

Skyscanner Newsletter

Skyscanner makes people really want to travel by emailing them travel insights, news, guides and articles. Their clear headings and beautiful pictures really manage to trigger that well known wanderlust fever.

Seasonal Events

There are different ways in which seasonal events can be used to increase engagement with your email campaigns. National holidays and vacation periods are always a great excuse to promote and offer exclusive deals on some of your favorite picks. It could be that someone’s not thinking about travelling during the Easter break until they see those amazing pictures in your email.

There are also certain festivities that make places more attractive, like Christmas markets, street festivals, cultural events… Piggybacking on whatever’s taking place in a specific location could be a good way of encouraging people to finally decide on making that trip they’d been thinking about for a while. Even designing creative campaigns around certain marketing moments can have a very positive impact on your conversion.

Vueling Seasonal Email

Vueling tempts subscribers with a night out on Valentine’s Day with a special email campaign that includes great deals on flights, car rental and hotels. The inspiring visuals, great copy and enticing offer make this a great example of email marketing for special dates.

Information Emails

Building a good reputation online is hard work and it takes time, but losing your customers’ trust is something that can happen really easily. If your users have chosen you to book their flights, trains, accommodation or tours, only to find that your website has changed or it’s down, or there’s a strike that will impact their departure times and you haven’t warned them, they’re not going to be happy. People get stressed ahead of their vacations, so anticipating any potential issues and giving customers alternatives goes a long way.

Southern Railways Information Email

Southern ensures their customers are ready to use their new platform when they decide to book their next trip by carefully explaining their changes. The “text only” email ensures the message is not mistaken for a promotional campaign, and the handwritten signature at the bottom gives it a more personable feel.

Nurturing Emails

How many times have you browsed around for flights or accommodation, just to check out the prices? Even if your customers are not ready to book their trip at that time, chances are they won’t forget about it completely. Remind them about their search and tempt them with some nice pictures to ensure they come back to you once they’re ready to complete their booking. You can even add some valuable content, like a city guide or top leisure choices at their destination, to help them make up their minds.

Alternatively, you can send them some similar suggestions based on their previous searches or booking history. If a user has been browsing around for winter sun destinations, why not nurture them with other places they might not have thought about?

Expedia Nurturing Email

Expedia nurtures clients looking for flights to Paris with this fantastic email that includes a powerful combination of images, valuable content and strong CTAs.

Abandoned Booking

We’ve all been there. Sometimes you’re just about to complete your booking, but something gets in the way. Maybe it’s the challenges of catering for a large group, maybe you didn’t have your bank card with you or maybe you just thought about it twice and decided it was too much money.

Send customers a reminder email with their booking information and a link to return to their account. You can also tempt them with a special discount, just in case they were having second thoughts.

Norwegian Abandoned Cart Email Example

Norwegian’s simple email reminds users about their abandoned booking and encourages them to take action by letting them know the flight is filling up quickly and ticket prices raising. The CTA allows customers to return directly to the booking stage.

Post-Booking/Before Travelling

We’ve all received them and, most probably, we’ve all opened them. While, in other industries, purchasing is in fact the end action, booking a trip is by no means the end of your relationship with a customer. Actually, the time span between the booking and the actual trip might last months, so it’s important to keep in contact with reminder emails that provide useful information and additional services the customer might be interested in.

The number of emails you send can vary, but you’ll always want to send one a week or two before their journey, providing them with their booking details again and including upselling and cross-selling offers (upgrades, transfers, tickets to attractions, etc…).

SouthWest Reminder Email Example

Southwest’s reminder email provides users with the necessary information prior to departure, while clearly informing them about the steps they still need to complete. They also use this opportunity to promote alternative products and services.

Price/Availability Alerts

We all know how much prices and availability change in the tourism industry. Some of your customers might even spend quite some time searching for the cheapest option and many are in the constant lookout for the perfect time to book in order to get the best deal. Why not send contacts an alert informing them about changes on the price or availability in their desired flight, train or accommodation? Or if something they had browsed before it becomes unavailable, why not suggest them some alternatives?

These fluctuations are likely to give your contacts a sense of urgency to book. However, too many emails might become too spammy and lose all of their effect. The best option is to allow your users to predefine the kind of alerts they want to receive, to ensure the emails you send are actually the emails they want to read.

Skyscanner Price Alert Email

Skyscannner’s Price Alerts are simple and straight-forward, but still manage to include links to some of their other offers and services. Since Price Alerts are regular and subscribers could find slightly annoying at some point, they make their unsubscribe and email management links very obvious throughout the email.

Thank You Email

Once a user has completed their trip, make sure you thank them for their visit. This is a great opportunity to ask for their feedback and encourage them to share their experience online, by directing them to your social media channels. You can also ask customers to share their pictures or user generated content with you – it will be the best kind of promotion.

Folks Thank You Email Example

Volks Hotel’s email uses their Thank You email as an opportunity to ask customers for feedback and reviews. They also reward them with a discount code for future bookings.

Feedback Emails

Marketplaces rely on users’ opinions to rate the different activities and accommodations, although not everyone remembers to go back and share an opinion. Even if you are a hotel or travel company and have previously emailed your customer to thank them, they might have completely ignored your feedback link. Make it easy for them by including a quick survey in your email, so they can rate their experience in just a few clicks.

Booking Feedback Email

Booking.com knows that travellers around the world read opinions about their hotels before booking. That’s why they make it really easy for customers to rate the place they’ve stayed at.

VIP/Loyalty Programs

It is not uncommon for airlines and even hotels to have loyalty or frequent traveller programs to engage customers to return to them. Emailing members to let them know about their points, offering them promotions to increase their balance or rewarding them for reaching a certain milestone is a great way of keeping them engaged and ensuring they remember your company.

Alternatively, you can have different tiers for returning customers that always book their holidays through you, providing them with special discounts as they reach their fifth, tenth, fifteenth booking.

AirAsia Loyalty Email

Air Asia encourages frequent travellers to redeem their points and gain extra ones with special deals and offers to make them feel special and increase their loyalty to the company.

Re-engagement Programs

For some businesses in the tourism industry, their relationship with their customers might be a one-off. Other companies, though, rely on building a lasting relationship with their users.

If a customer’s been absent from your brand, entice them back with a reactivation campaign. You can remind them about what you offer, tempt them with travel ideas and even add an incentive that could convince them to return to you, instead of booking with one of your competitors. If nothing else works, you can send your inactive contacts a ‘We’ve missed you’ campaign, asking them whether they want to stay engaged or end the relationship. Remember, constantly emailing people that don’t want to receive your messages will impact your deliverability.

Re-engagement Email Example TripAdvisor

TripAdvisor relies on users providing feedback on the different places they visit. This re-engagement email targets subscribers who had researched specific locations but never returned to share their opinions.

Summing Up

When used wisely, email is a really powerful channel that will not only help you build and maintain a lasting relationship with your customers, but also increase your ROI. Finding the right balance between mass communication and one-to-one personalization is key to make the most out of your email sendings.

However, what works for one business might not work as well for another one, so finding the right email marketing strategy for your company will require testing different options. Get creative, give some of these ideas a go and compare the results to find those that will give your company the biggest uplift.

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