Welcome to Tourism eSchool

It was great to join you at Townsville Tourism Futures Forum 2016!

We hope you got some great takeaways and you are inspired to get started (or ramp up!) your email marketing. Below are the key insights & additional resources for you to read as it relates to Email Marketing & Blogging Strategy for your Tourism Experience.


Presentation Takeaways

Converting Customers Through an eNews - Townsville Presentation

1. Email marketing is a brilliant marketing tactic to help turn social spectators into destination visitors and customers

  • The challenge many of us face is moving our engaged social communities from social spectators to actual visitors or buyers of our tourism products.
  • Using email strategically can be an excellent tactic to help bring your social communities closer to purchase.
  • Email rocks because it is an owned media channel that you control (unlike social media), is much quieter than social media, it has massive free reach with most people accessing it via smartphones, and customers are more open to receiving sales promotions on email than on social media.

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2. How to suck at email marketing!

  • Making the assumption that all email subscribers are ready to visit and buy, and only sending them email sales updates.
  • Sending uninspiring emails. Emails that are too general (such as a list of events), too factual or too wordy.
  • Doing either of these two things will soon turn email subscribers into un-subscribers!


3. How to rock your emails

  • Target your emails to the right customers – your ideal customers. Understand their buying predispositions, and emotional reasoning when it comes to purchasing your product or visiting your destination.
  • Share the right content. Content that helps, inspires, tells stories about your tourism experience your ideal customers love on your website’s blog.
  • Personalise your email updates as much as possible around the regions & experiences subscribers are interested in, where they live and their previous purchase behavior.
  • Get your social communities to join your email list by optimising your website with clear enews sign-up call to actions. Running a competition where joining your enews database is a condition of entry is another great way to get social fans on your enews list. Tourism Queensland do this really well on their website and social channels.

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4. Rock your email design

  • Email inboxes are overflowing, so you need to work hard to make sure your email has a chance of being opened, read and actioned.
  • Avoid your email being deleted by making it ‘from’ a trusted source – ideally a real person or trusted brand name. Subject lines matter. Keep them short, sharp and engaging. Use header text to let people know what your email is about.
  • Get your email read. Ensure it is using a mobile responsive template. Keep it short, sharp and scanable. Use photos & videos where relevant. Put full info on mobile responsive website. Optimise your image alt tags.
  • Get your email actioned. Ideally have just one objective per email. Keep call to actions in a contrasting and consistent colour.
  • Be strategic when you send emails. They have a shelf life of only around 5 hours, so send at a time when your Ideal customers are more likely to have time to read them.

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5. Become an Email Ninja

  • Welcome email subscribers: Take the opportutunity in the sign up process to your eNews to encourage new subscribers to take a further action, such as read your blog, follow you on social or keep planning their trip on your website.
  • Automate other emails: Look at opportunities to add value to your email subscribers via personalised automated emails. Consider triggers like a pre-arrival welcome email with trip planning ideas 1 week prior to arrival, a departure email asking for a testimonial on TripAdvisor, a visit anniversary email or happy birthday email if relevant to subscribers. There may be some manual updates required to subscribers between your reservation system/CRM depending what email service provider you use.
  • Rengage: As your email subscriber list grows, your list engagement will fall over time. Every 6 months or so ask current email subscribers if they want to continue to receive updates. If not, ask them to unsubscribe or just delete. You dont want to send emails to people who aren’t interested in your product any more.

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6. Measure what matters

  • Focus on measurements that matter –  how engaged email subscribers are with opening and reading your updates, and if they make any conversions (eg. make a booking).
  • Use your email service provider’s analytics to measure engagement of your email (open rate and click through rate).
  • Use Google Analytics to measure engagement of email subscribers when on your website. Key metrics to monitor are “Average Time on Site”, “Pages/Session”,”Average Session Duration”, “Bounce & Exit Rates”.
  • Use Google Analytics to measure conversions of email subscribers. This could be via “eCommerce” if your website takes online bookings or Goal Conversions you have set up, such as “Contact Us”, “Phone Us” or “Referral to Tourism Operator”

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Have a question about what you have learnt?

If you have any questions regarding what you have learnt in the Presentation, then post your question on our Facebook Page and we will be sure to assist!

Stay in Touch!

Finally, we’d love to invite you to subscribe to our own email database, where you will receive free monthly enewsletters jam-packed full of marketing insight! We practice what we preach in the presentation, so you can ensure we only share valuable & relevant updates!