Value of Email Marketing for Hoteliers and Travel Companies Russian traveler mentality Mistakes to avoid in your Newsletters Tactics to grow your email subscribers list and your business Trigger emails, their types and niche targeting Hotel and Travel Company Marketing Trends 2017

1. TARGETING RUSSIAN TRAVELER
VIA EMAIL MARKETING
Anna Guchok
CEO
Travel Image LLC
www.travelimage.com.ua

2. Content
Value of Email Marketing for Hoteliers and Travel Companies
Russian traveler mentality
Mistakes to avoid in your Newsletters
Tactics to grow your email subscribers list and your business
Trigger emails, their types and niche targeting
Hotel and Travel Company Marketing Trends 2017

3. Does it make sense?
• Serves both as direct-response vehicle and branding tool
• Creates personalized interactive relationships with customers
• Targets and entices recipients with relevant promotions
• Plants seed in the minds of recipients regarding future travel plans
• Serves as a tool to move distressed inventory
• Functions as a sales force – tens of thousands reached in seconds
• Recruits and retains customers, new and old
• Least expensive form of active marketing available

4. Russia & CIS countries statistics for
outbound travel
Population - 142m people, 47 % travel on
regular basis
The 12th largest economy in the world and
the 7th largest by purchasing power parity
(PPP)
The largest country in the world covering 9
time zones and 17,075,400 square kilometers
World cities Moscow and St Petersburg – plus
30 major Russian cities, each with a
population of 1 million
$10,740 per capita GDP
$ 456 billion in Foreign Exchange Reserves –
the third highest in the world

5. Russian AudienceRussian Audience
• Population of former CIS countries- 282 mln/ 4% ofPopulation of former CIS countries- 282 mln/ 4% of
world populationworld population
• English speaking population is around 48 %English speaking population is around 48 %
• Russians Traveling for leisure, business, healthcareRussians Traveling for leisure, business, healthcare
tourism are around 51 million per yeartourism are around 51 million per year

6. Inbound marketing

7. Email marketing principle
Sending the right message
To the right person
At the right time
With the right frequency
as a framework for your email marketing strategy

8. START BY ASKING YOURSELF
WHAT IS THE PURPOSE OF YOUR EMAIL ?
« WE would love to show you how YOUR BUSINESS can
benefit from our new feature»

9. RIGHT PERSON
Think about recipient of your email
Segmentation tips
What do you know about your segments -
demographics, behavior, interest - portrait of your
recipient

10. RIGHT TIME
When to sent them?

11. RIGHT FREQUENCY
How Often?

12. MISTAKES TO AVOID
Don’t Shout
Don’t Over emphasize
Avoid hard sell:
ONCE IN A LIFETIME CHANGE
Keep an eye on your Subject line

13. Email marketing
message structure
Anatomy of the email (subject, landing page)
Strong, clear, direct manner objective
Develop the understanding of the needs of
your target market
Give the dissatisfied audience the solution of
their needs
Build sustainable relationship

14. Email List Building for
active users
•Remarkable email content
•Social Sharing buttons, «Sent to Friend» button =
Subscribe in button
•Specific subscription to specific targeting niche
•Sent engaging opt-in message

15. Email List Building for
new users
•Create lead magnet (map of the area, book with main
sights, road map etc.)
•Create blog or other free educational tool to attract new
users with their emails

16. Email List Building via
Social Media
•Use your Facebook Page to promote an offer (lead magnet) that
requires an email address submission
•Add a call-to-action button to the top of your Facebook Business
Page - SIGN UP
•Leverage your company's YouTube channel. Add calls-to-action and
URLs in your videos to encourage people to subscribe to your list
• Publish links to gated offers on your LinkedIn Company Page or in
appropriate and relevant LinkedIn group discussions
•Use Pinterest/Instagram to promote offers that require email sign-up

17. Email List Building via
Website
•Run a promotion on a partner website or email
newsletter to collect new email addresses.
• Host a co-marketing offer with a partner (ebook or
webinar) and get the subscribed leads.

18. Email List Building via
Partners
•Link to offers that capture email signups (landing page,
Contact US, About Us page
•Creating content for guest blogging - include Call-to-
action button

19. Email List Building via
Live Marketing
•Network at travel events
•Leverage paid search ads to link to a landing page with
and email sign-up
•Host the webinar and get the emails from subscription

20. Email marketing
What motivatesWhat motivates
subscribers to signsubscribers to sign
up for travel emails?up for travel emails?

21. Email marketing
Why travel brandsWhy travel brands
must focus theirmust focus their
efforts on mobileefforts on mobile
email?email?

22. Email types
Which type of email do you use for yourWhich type of email do you use for your
customers?customers?
• InformativeInformative
• Special offers & proposalsSpecial offers & proposals
• Trigger emailsTrigger emails

23. Trigger Email marketingTrigger Email marketing is used tois used to
increase engagement, acquisition,increase engagement, acquisition,
retention and upsell opportunitiesretention and upsell opportunities
to the customer differentiated byto the customer differentiated by
behavior, profile and preferencesbehavior, profile and preferences

24. Trigger Email marketing
types
Welcome EmailWelcome Email – This is the time to set the relationship, and– This is the time to set the relationship, and
provide guidance for the behavior you wish to establish.provide guidance for the behavior you wish to establish.
Onboarding EmailsOnboarding Emails – Sometimes your subscribers need a push to– Sometimes your subscribers need a push to
help them set up their account or begin utilizing your platform orhelp them set up their account or begin utilizing your platform or
store.store.
Early ActivationEarly Activation – Subscribers who activated but haven’t– Subscribers who activated but haven’t
immediately engaged can be enticed to do so with these emails.immediately engaged can be enticed to do so with these emails.
Reactivation EmailReactivation Email – Re-engage subscribers who haven’t responded– Re-engage subscribers who haven’t responded
or clicked through within your purchase cycle.or clicked through within your purchase cycle.
Remarketing EmailRemarketing Email – Abandoned shopping cart campaigns continue– Abandoned shopping cart campaigns continue
to drive the most conversions for email marketers, especially in theto drive the most conversions for email marketers, especially in the
e-commerce space.e-commerce space.

25. Trigger Email marketing
types
Remarketing EmailRemarketing Email – Abandoned shopping cart campaigns continue to drive the most– Abandoned shopping cart campaigns continue to drive the most
conversions for email marketers, especially in the e-commerce space.conversions for email marketers, especially in the e-commerce space.
Transactional EmailTransactional Email – Service messages are great opportunities to educate your– Service messages are great opportunities to educate your
prospects and customers as well as provide them alternative engagementprospects and customers as well as provide them alternative engagement
opportunities. Included are e-receipt, purchase confirmations, back orders, orderopportunities. Included are e-receipt, purchase confirmations, back orders, order
confirmation, shipping confirmations and returns or refund email triggers.confirmation, shipping confirmations and returns or refund email triggers.
Account EmailAccount Email – Notifications to consumers of changes to their account, like password– Notifications to consumers of changes to their account, like password
updates, changes to email, profile changes, etc.updates, changes to email, profile changes, etc.
Personal Event EmailPersonal Event Email – Birthday, anniversary, and other personal milestones that can– Birthday, anniversary, and other personal milestones that can
provide special offers or engagement.provide special offers or engagement.
Milestone EmailMilestone Email – Congratulations messages for subscribers that have reached a– Congratulations messages for subscribers that have reached a
specific milestone with your brand.specific milestone with your brand.
Real-time TriggersReal-time Triggers – Weather, location, and event-based triggers to engage deeper– Weather, location, and event-based triggers to engage deeper
with your prospects or customers.with your prospects or customers.

26. Hotel & Travel Industry marketing trends 2017
• Mobile messaging as customer experience tool
• Virtual Reality
• Omni-channel Marketing, which tends to attract, engage with
and recognize customers who may contact us across a variety of
digital outposts (email, web, social media), different devices
(desktop, laptop, smartphone, tablet) as well as offline (phone,
in-person, corporate travel agency).
• Facebook (1,8 billion, 1 billion active users every day)
• Life Streaming

27. Email marketing
• Dynamic content
• Frequency
• Reviews (while sending hotel, hospital & travel
company promotions, include customers reviews
from social media about this place or destination)
• Call to action

28. office@travelimage.com.ua
Thank you for being with us!