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The Perfect Booking Recovery Email

SaleCycle THE PERFECT BOOKING RECOVERY EMAIL • 2013 TRAVEL EDITION 1 WHEN TO SEND THE FIRST EMAIL How long should you wait to send an email when a customer has abandoned a hotel, flight, ferry or holiday booking? Here are the average conversion rates from a selection of 100 global travel brands grouped by sending time: TIME FROM ABANDON CONVERSION FROM SEND RATE 0| 0| ° VI 5.3% 30 MINS 5.2% S 45 MINS 4.9% 60 MINS 3.7% 1-4 HRS 3.1% 4-24 HRS 2.7% +24 HRS 958 ТАКEAWAY: SPEED MATTERS Re-engaging the customer within the first 60 minutes of an abandoned booking increases your conversion rate. Speed is an essential part of a booking recovery email campaign, with a 51% drop in performance after 24 hours. 2 THE SUB JECT LINE What should you include in the subject line to ensure the email gets opened? Here are the average open rates from a selection of 100 global travel brands grouped by content: 55 50 45 40 35 30 25 20 15 18 PERSONS NAME CUSTOMER SERVICE TONE COMPANY NAME BOOKING DETAILS URGENT TONE 48% 54% 42% 48% 42% AVERAGE OPEN RATE (%) TAKEAWAY: TESTING, TESTING, TESTING Test different content within your subject line to achieve the best open rates possible. A combination of company name and booking details is a safe bet to ensuring an open rate of over 50%. 3 THE EMAIL CONTENT What should you include in the email content to ensure customers go back and complete their booking? Here are the average click through rates for different links across a selection of 100 global travel brands: 2% 6% CLIENT LOGO NAVIGATION BAR 8% 10% PROMOTIONAL BANNERS TEXT HYPERLINKS 8% 12% CONTINUE BROWSING COMPLETE YOUR 31% BOOKING CINTRO) 110pbmPt pis COMPLETE YOUR an et BOOKING 7% BOOKING DETAILS 1.9% SOCIAL LINKS 10% RECOMMENDATIONS n % = CLICH THROUGH RATES Monct ide a nga n dp agweetiten, Mos deen emads y ak d 0.1% UNSUBSCRIBE TAKEAWAY: ONE SMALL STEP.. Good email creative is essential to optimizing a booking recovery campaign. The most successful emails make it easy for customers to get back to the website as quickly as possible, using a variety of links and options. Clear and simple calls to action such as 'Complete Your Booking' consistently perform best. O VISIT US ONLINE SaleCycle @SaleCycle.com y TWEET US SaleCycle THE PERFECT BOOKING RECOVERY EMAIL • 2013 TRAVEL EDITION 1 WHEN TO SEND THE FIRST EMAIL How long should you wait to send an email when a customer has abandoned a hotel, flight, ferry or holiday booking? Here are the average conversion rates from a selection of 100 global travel brands grouped by sending time: TIME FROM ABANDON CONVERSION FROM SEND RATE 0| 0| ° VI 5.3% 30 MINS 5.2% S 45 MINS 4.9% 60 MINS 3.7% 1-4 HRS 3.1% 4-24 HRS 2.7% +24 HRS 958 ТАКEAWAY: SPEED MATTERS Re-engaging the customer within the first 60 minutes of an abandoned booking increases your conversion rate. Speed is an essential part of a booking recovery email campaign, with a 51% drop in performance after 24 hours. 2 THE SUB JECT LINE What should you include in the subject line to ensure the email gets opened? Here are the average open rates from a selection of 100 global travel brands grouped by content: 55 50 45 40 35 30 25 20 15 18 PERSONS NAME CUSTOMER SERVICE TONE COMPANY NAME BOOKING DETAILS URGENT TONE 48% 54% 42% 48% 42% AVERAGE OPEN RATE (%) TAKEAWAY: TESTING, TESTING, TESTING Test different content within your subject line to achieve the best open rates possible. A combination of company name and booking details is a safe bet to ensuring an open rate of over 50%. 3 THE EMAIL CONTENT What should you include in the email content to ensure customers go back and complete their booking? Here are the average click through rates for different links across a selection of 100 global travel brands: 2% 6% CLIENT LOGO NAVIGATION BAR 8% 10% PROMOTIONAL BANNERS TEXT HYPERLINKS 8% 12% CONTINUE BROWSING COMPLETE YOUR 31% BOOKING CINTRO) 110pbmPt pis COMPLETE YOUR an et BOOKING 7% BOOKING DETAILS 1.9% SOCIAL LINKS 10% RECOMMENDATIONS n % = CLICH THROUGH RATES Monct ide a nga n dp agweetiten, Mos deen emads y ak d 0.1% UNSUBSCRIBE TAKEAWAY: ONE SMALL STEP.. Good email creative is essential to optimizing a booking recovery campaign. The most successful emails make it easy for customers to get back to the website as quickly as possible, using a variety of links and options. Clear and simple calls to action such as 'Complete Your Booking' consistently perform best. O VISIT US ONLINE SaleCycle @SaleCycle.com y TWEET US

The Perfect Booking Recovery Email

shared by SaleCycle on Jan 18
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The Perfect Booking Recovery Email from the experts at SaleCycle in three simple steps. Statistics taken from averages across 100 global travel brands. Click on the image for a Full-Screen view.

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