In EmailContenttrends

The COVID-19 crisis has resulted in a huge increase in the use of email marketing as brands attempt to ensure that they stay front-of-mind with their customers.

Despite the current popularity of Instagram influencers, chatbots, tiktok etc. it would be easy to forget that email is still the most effective channel of all. Some recent statistics from HubSpot tell us that 44% more emails were sent out in lockdown than before and open rates were up across the board (although they varied by sector).  Further data from HubSpot proves that it’s still an effective and affordable messaging channel:

  • There are 3.9 billion daily email users.
  • Mobile opens account for 46 percent of all email opens.
  • 35% of business professionals check email on a mobile device.
  • 73% of millennials prefer communications from businesses to come via email.
  • Marketers who use segmented campaigns note as much as a 760% increase in revenue.
  • 35% of marketers send their customers 3-5 emails per week. 
  • 78% of marketers have seen an increase in email engagement over the last 12 months.
  • 80% of business professionals believe that email marketing increases customer retention. 
  • 59% of respondents say marketing emails influence their purchase decisions.

The surge in email marketing is reflected at Simpleview when we look at the usage stats for our own MailMinder email marketing solution.  

For our own destinations, we’ve seen email being used effectively throughout the various phases of the COVID-19 crisis to align with the needs of residents, visitors and the tourism trade.  During the first phase of the crisis, the focus for the DMO was on discouraging visits but providing value in their local communities e.g. information on restaurants offering takeaways, attractions providing virtual tours etc. Now we’re seeing email campaigns focusing on encouraging residents to support their local communities and campaigns promoting staycations. 

MailMinder provides our DMOs with a more effective solution than generic 3rd party email systems such as Mailchimp, Communicator and Constant Contact due to its integration with our destination websites and Visitor CRM.  Following some recent enhancements, the following functionality means that destinations can now segment their audience and fine-tune their targeting with pinpoint accuracy. For example, for campaigns targeted at visitors, segmented mailing lists based on the following criteria can be generated:  

  • Previous website activity eg. brochure orders or competition entries
  • Previous interactions eg. views of certain products or product types or searches for events and accommodation on specific dates
  • Their address or postcode – now more than ever people may be more likely to visit closer to home so mailouts could target specific postcodes with last minute deals and special offers
  • Previous mailout engagement ie.clicks/opens

The easy to use drag and drop template builder is integrated with the DMS to quickly add products into mailings, automatically pulling through the product name, image, description and website link.

In terms of GDPR compliance, MailMinder only allows contacts that have a valid GDPR consent to be mailed but additional filters enable visitors whose consents may be due to expire to be identified from a date range DMOs can set. This means visitors can be contacted in advance, encouraging them to re-sign up to mailing lists. Combining this with their previous MailMinder interactions means that follow up emails can be sent to any visitors that didn’t open previous communications as the date for their consent expiry approaches.

For B2B campaigns targeted at the trade, MailMinder allows our DMOs to create sophisticated mailing lists that combine:

  • Contact specific criteria such as key responsibilities and whether they are an extranet user
  • Product specific criteria such as awards, facilities, categories
  • Membership – does/doesn’t have a specific membership or associated benefits
  • Previous mailout engagement ie. opens/clicks etc. - this is particularly beneficial if DMOs need to send follow up mailouts to their contacts who may not have opened the initial mailout

All mailing lists are dynamic, only including recipients matching the specified criteria each time the mailing list is used. This is especially useful when previous mailout interactions are included as there is no need to export lists from the DMS into a 3rd party system to combine these filters. 

By utilising the data in the Visitor CRM, PMS and Membership Module, our DMOs are able to develop a deep understanding of their visitor and trade audiences, segment according to their individual needs and create their messaging and content accordingly, a powerful combination that ensures that the right message is being delivered at the right time.  

For more information on how Simpleview’s MailMinder email marketing solution can help your destination to boost engagement in the recovery and rebound phases, contact your Account Manager.

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