At Dataventure, we work with a wide range of players, in all sectors.
Today, this article is aimed at advertisers in the travel sector who want to get started or are looking for inspiration for their emails.
Whether you're a novice or an established player in email marketing, it's essential to vary your email templates, both to optimize your deliverability and to continue to capture the attention of web users.
So we've listed for you the different types/approaches to travel email creation tested in acquisition, which have observed good KPI's.
5 types of high-performance travel email creatives :
1. Focus on your most beautiful destinations with large visuals
Make your prospects dream and travel with visuals of your most beautiful destinations!
It's a classic that always works, especially when your offer is positioned at the top end of the market.
Widely used by advertisers such as voyage privé, these premium offer codes can also be adapted and tested to enhance your best destinations.
TUI understood this and exploited it to the full:
2. Multi-destination
We can't stress this enough when talking to prospects, because it's a vital element in boosting your KPIs: choice! choice! choice!
Why not showcase it? Offering Internet users a choice will help you appeal to a wider audience and increase your chances of converting.
Be careful, however, not to overdo it. A multitude of offers will confuse your message, won't allow you to illustrate each destination optimally, and ultimately create the opposite effect: prospect flight!
Take a leaf out of Look Voyages' or Trivago's book, which have mastered the right mix:
3. Generic design
In the travel industry, it's traditional to showcase sumptuous photos of landscapes or hotels (with swimming pools, of course), in order to sell the dream to Internet users. It's an attractive method that has proven its worth in terms of reactivity rates!
But have you thought about testing short, generic creatives?
This type of creative is ideally suited to special occasions such as flash sales, last-minute sales or when you want to highlight an exceptional offer.
It's a way of quickly grabbing the user's attention about an offer and its limited or urgent nature. Guaranteed positive impact on the number of clicks!
Obviously, we advise you to opt for this format when the offer you are relaying has a high impact (€20 free on administration costs won't be enough...).
3 examples of successful advertisers:
4. Variety of offers
We've already talked about the importance of offering choice in terms of destinations. The same applies to the breadth of your offer.
Do you propose offers or packages tailored to different targets or desires? Low prices, all-inclusive clubs, premium offers, weekends, long stays, last minutes...
Highlighting a variety of offers in your emails will create less segmented communications for your audience... and maximize your sales!
A successful example with Pierre & Vacances:
5. A reminder of your strengths
Like our advertisers, present your major assets! Competitive prices, activities, quality of accommodation, services, easy payment...
These are all arguments that will arouse the interest of targeted Internet users.
A good example is Homair:
What you need to remember for high-performance travel email acquisition:
- Illustrate your destinations with beautiful photos that will help visitors to imagine themselves.
- Don't forget to respect a text/image ratio of 40%/60% to optimize deliverability.
- Multiply call-to-actions
- Highlight your price offers and/or discounts (this is the key to attracting prospects' attention and boosting conversions).
- Be concise and to the point.
- Renew your templates every 3 months.
Not feeling creative? We'll take care of everything!
