The Internet is the undisputed go-to place to find information and, over the years, shopping has also increasingly been moving online. Statista predicts that ecommerce will reach a share of 38.1% of all retail sales in the UK by the end of 2025, up from 32.5% in 2020. Globally the figure is at 19% and forecasted to rise to 25% by 2027. There’s no telling where this growth might end.
While high-street retailers have seen profits plunge, the travel and hospitality industries, as well as service and experience providers, are uniquely placed to take advantage of the digital and ecommerce boom.
The best marketing strategy for any industry involves putting the customer first and engaging with them on a personal level at every stage of the customer journey. With email continuing to out-perform other marketing channels, personalised email marketing is key to driving customer engagement.
Successful email marketing campaigns can improve brand awareness, offer special promotions to customers, increase customer retention, and can be deciding factors when a customer chooses to make a purchase.
The journey a customer takes when engaging with various services — whether booking a holiday, attending an event, or visiting a healthcare facility — falls into seven distinct stages relevant to an email marketing campaign:
Marketing emails are different from regular emails. They don’t just share information — they’re designed to drive engagement that supports your business and leads to more bookings, but without being pushy and off-putting.
The most productive email marketing campaigns have an authentic tone, clear focus, and contain information that offers value to the recipient.
Your customers will respond to an email that conveys information in a personal and personable way. Imagine you’re having a face-to-face conversation. How would that feel? The recipient should feel like the email is speaking directly to them.
The most important thing to remember when choosing a subject line is that it should give the reader a clear idea of what to expect when they open the email. According to Sender, personalisation works here too: Emails with personalised subject lines are 20.66% more likely to be opened.
The pre-header text is like a sub-header or second subject line. It gives you a further opportunity to entice the reader to open the email. Use this to your advantage with engaging text that draws the recipient to the content of the email.
The content of your email should be clear and concise with one single focus. Think picture, paragraph, call to action (CTA). The email should be easy to read and centre around a single CTA, which can appear several times within the email.
Emails should only include information that helps the reader to complete the action you want to initiate. Remove anything that distracts from the action you want the reader to take to find the ideal length for your email.
Remember: If content is not helping the reader to answer the CTA, it’s a distraction.
Email marketing campaigns generally include a series of three emails around a promotion: an announcement, a reminder and a ‘last chance to buy’. There are around 360 billion emails sent every day, so you can’t expect your campaign to hit home in a single mailshot.
If you’re looking to enhance your email marketing efforts, Rezcomm can help. Our platform provides tools that enable you to create personalised email campaigns that effectively engage your customers throughout their journey.
Whether you want to improve brand awareness, drive conversions, or foster long-term relationships, we’re here to support you. Get in touch for more information on how Rezcomm can assist with your email marketing strategy.
Cultivating Rezcomm’s brand presence, Sarah Marks is our Director of Communications. A T-shaped marketer at heart, she has a broad skill set, with a particular passion for SEO and email marketing. While her core focus is on strengthening Rezcomm’s brand, she also provides strategic advice to clients.