Email has been a good marketing tool for the travel industry, according to a new report from iPerceptions.
The Voice of Customer (VoC) analytics provider has released its Online Satisfaction and Experience in the Hospitality Industry report for Q4 of 2012, which reveals that hospitality and tourism sites have seen significant growth in traffic from email links – up from 1 percent in Q1 2012 to 9 percent in Q4 of 2012.
While search engines still drive the most traffic to these type of sites (35 percent), the report shows that traffic from email links is on the rise. This is especially true for first time website visitors, as 11 percent of these users accessed a hospitality or tourism website via an email link in Q4 2012.
“It’s important for marketers to be aware of this change in user behavior, but at the same time realize that it only tells one side of the story,” said Nancy Wiesenfeld, director of insight at iPerceptions. “As with any change in user behavior it is essential for companies to look at both attitudinal and behavioral data to fully understand what is happening and accurately measure campaign success. Companies can combine behavioral data with Voice of the Customer attitudinal data to find out why customers did what they did. With this powerful combination of data, marketers can continually adjust marketing campaigns to improve effectiveness.”
It is also important to note that the study found loyalty programs may be losing popularity amongst consumers. This is because the number of loyalty program members for hospitality and tourism sites saw a slight decrease in Q4 of 2012 – down to 77 percent from 78 percent in Q3, and an even greater drop from 81 percent in Q4 of 2011.