Although the months leading up to the start of summer are crucial, as it is the time when we start to organise our holidays, we must not forget that summer is very long and there are many people who organise their getaways at the last minute. Therefore, all those who think that in summer outlook email lists we should stop email marketing campaigns are wrong. It is true that, normally, most people spend less time in the office, and more time disconnecting. Therefore, it is clear that the frequency of sending cannot be the same as at other times of the year.
However, although we do not spend as much time in front of a computer, our mobile devices are always with us. According to data from eMarketer, in 2016, 43.8% of digital reservations are already made via mobile or tablet , which represents an increase of 26% compared to last year. The direct consequence of this data is that hotels, airlines and travel agencies have to adapt their websites and emails to these devices in order to facilitate user conversion.
In addition, summer holidays are an ideal time to carry out an email marketing strategy based on the mood of our clients. Experts say that the predisposition to buy increases when we are on vacation, since our mood is much better and we are more receptive .
Below, we propose some examples of companies in the tourism sector that use email marketing as a tool for attracting and retaining customers in summer:
1) “Summerize” your newsletters
Make your newsletters in keeping with the time of year. Use fresh, bright and cheerful colors. Just as red takes over our emails at Christmas, introduce summer to your email marketing strategy as well. A good example of this is the email from RIU Hotels & Resort, which uses bright colors, both in the background and in the girl's clothing. A good way to convey the values that summer suggests in your emails: happiness, disconnection, freedom, fun, family... This way you will get users to identify with your campaign.
