Adventures in Travel Email Marketing
Apr 09 2008
Like most business persons, as well as consumers in some cases, we get a fair share of travel emails from airlines. hotels and travel portals. Those of us that spend much of our time on the road might get a few more than others… but what works? I am not, well maybe slightly, an email design snob, but I really wanted to take a look at some that have called themselves out to me for various reasons lately.
When I think about travel I think about fun, excitement, new experiences, safety and a good time. Are email marketing campaigns from travel brands delivering this experience? Let’s see.
American Airlines: They get it.
Not only is the design attractive, but they use copy and well intentioned buttons (I <3 red buttons as they make me want to push them for some reason) that drive me to take some action, even if I am not booking a trip. Maybe they have me well conditioned in what to expect.
The only thing I would call out is the bottom 50% of the email is full of terms and conditions. Couldn’t this be placed on the site? I get so engaged with the top 50% that when I see the bottom I am not sure that if I book this trip to Paris I am going to be left in Germany instead. Trust is everything, and small print can scare people away if they NEED to read it all before they click.
Southwest Airlines: Yuck.
Does the fact that flights are cheap make them think that their email should reflect budget pricing. Every week I cannot wait to delete this one as it is just so damn ugly. Really, does anyone want to tell me different? It might work for the audience, but couldn’t they hire an intern that could use iStockPhoto and spend 3 dollars on a decent image? As a brand email, this does not motivate me to want to even set foot in their terminal.
Jet Blue: Sexy and Clean
Jet Blue always delivers on the brand promise at every step of the way. The creative wins me over, that desire to book a red eye to NYC every time I see it. They have a great voice in the email, set clear expectations and deliver on the brand experience. Even at a discount carrier model they make me feel like I am going to have a good flight.
Morgan’s Hotel Group: This is going to be fun
I love the hotels that Morgan’s runs. I will book there first if heading to NYC. The email every time tells me that it is going to be a unique and beautiful visual treat when I get there. Now isn’t this what you want to evoke in an email? I think so. Connection with the experience wins me over.
Travelocity: Is that me in that photo? It should be.
I am so happy to see a new layout and voice in the recent Travelocity emails. For so long their “alerts” we busy and used so many dark colors I had a hard time knowing if I should read them or not. Well this new look with the Polaroid style photos is very inviting. The copy is clear and the deals are cleanly presented. It makes me want to book with them. So I did. Captiva for Email Insiders here I come.
In closing: Setting the mood, delivering on the brand. These give me the information I need to want to interact, and know what the expectations are when I take action. In 4 of these 5 above examples they are doing a good job. So SW, DING, get on it and make us want to want you.
- Posted by Dylan Boyd
- @dtboyd
- at 4:01 AM
Published in Best Of Email, Brand Marketing, E-Mail Marketing, Email Design
(No Ratings Yet)
Loading ...
May 1st, 2008 at 2:42 am
Great post!
But I definately disagree with the Jet Blue one. Allthough it does look pretty, and the creative manages to captivate, there’s a distinct lack of call-to-actions!
Where exactly are you supposed to click to read more? What action is it they want me to take?
It was only the third time I read the mail that I noticed the URL. And before that happened I had allready begun to think: “They want me to CALL them to find out more? Are they kidding me??”.