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Industry News
Market Research IndustryE-mail marketing in the hospitality industryAccording to a research report published by StrongMail, only 30 per cent of e-mail marketers are using subscriber information and behaviour to target customers with pre- and post-stay e-mails, signalling a significant market opportunity to increase revenue and differentiate their brand.The research, carried out by e-mail marketing analyst and Relevancy Group CEO David Daniels, also shows that 42 per cent of travel marketers plan to integrate social media into e-mail marketing programmes this year. Twenty-eight per cent are analysing the social influence of their subscribers and using that to target their e-mail campaigns, and just over a third plan to embrace this tactic within the next year.The report, Connected Marketing for Travel Providers, was authored after surveying e-mail marketers from mid- to large-sized companies in the US and UK. The report also illustrated that those companies that were using technology to target customers' preferences and behaviour were generating nearly twice as much revenue from their lifecycle e-mail programmes.
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