Over the years, the digital marketing community has been discussing the relevance and continued future of the eNewsletter. Despite the debate, eNewsletters are alive and well in the travel-marketing realm. Here are some tips for creating exciting eNewsletters that will make it to the eyes of potential travelers and won’t get buried in the inbox.
- Relevant Content Whether you are starting a brand-new eNewsletter campaign or you are refreshing an established eNews program, it’s always a good idea to become familiar with your audience. Are they seasoned travelers? Are they first-timers that are looking for inspirational content? These scenarios will sculpt your content plan to ensure you are providing fresh content that will engage and inspire. If you have a seasoned travel audience, content might reveal the unbeaten paths of the destination; content for the first-time traveler could revolve around the top five experiences, must-do lists and more general overviews of the destination.
- Timely Content Travelers’ booking windows can vary greatly depending on the destination, season, events and more. Take time to investigate the average last-minute booking windows and general travel booking windows for your destination. Then, ensure that promoted events and content match up with these booking windows. No one likes getting an email that is promoting an exciting event only to discover the event is happening the next day.
- Engaging and Simple Templates A well-designed eNewsletter template should present your content in an easy-to-digest, simple format. Readers enjoy short bursts of information teasing the full article—don’t overwhelm (or underwhelm) the reader with lots of content. Fun, snappy intros prove to be far more engaging than novels worth of information within email templates. Readers will get the full story when they click through to your website.
- Eye-Catching Subject Lines Subject lines are the first and one of the most important attempts to get the visitor to open your email. Ensure the subject line is relevant, short and gets to the point of the email! Testing subject lines during each deployment is also a great way to discover which types of subject lines resonate best—and therefore result in better open rates.