Travel emails failing to leverage customer data

Only 30 per cent of emails sent by travel and hospitality companies use customer data to target pre- and post-stay messages.

According to research carried out by StrongMail, companies that do use preferences and behavioural information in targeting generate nearly twice as much revenue from email programmes compared to those who do not.

Kevin Hickey, global manager of lifecycle and email marketing at InterContinental Hotels Group, says: “Delivering highly personalised and targeted messages that are both expected and valued by our guests is a top priority for IHG.”

The StrongMail survey, “Connected Marketing for Travel Providers”, found that the top three challenges for email marketers were list turnover (32 per cent), email deliverability (29 per cent) and frequency management (28 per cent).

David Daniels, CEO of Relevancy Group which carried out the research, says: “Travel marketers could benefit significantly by leveraging customer data to send more targeted messages throughout the customer lifecycle, and they should seriously evaluate whether their current email marketing technology and expertise can support key requirements for making this approach work.”

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