Following on from my focus on what makes a good retail email program, I have chosen to take a look at the travel sector, another industry we have lots of experience in, with clients ranging from Saga, James Villa Holidays, OntheBeach.co.uk and many more.
The key difference between retail and travel is that booking a holiday is a complex decision making process on the whole. As a result, the booking process can take several weeks, and email plays a crucial role in this time period.
If you can identify that a customer is researching booking a holiday, now is the time to increase the frequency and send new emails. You want to ensure your brand is front of mind at all times during this phase and email is a great tool that allows you to push messages directly to customers, quickly, at low cost.