- Take advantage of multimedia options. Goldring Travel belongs to the Ensemble Travel Group, a member-owned organization of more than 850 travel agencies across the U.S. and Canada. As part of that, Goldring gets access to an e-newsletter populated with video and images related to destinations, cruise lines and other travel-related collateral. It's that content, Goldring said, that gets people excited about traveling, even on mundane business trips. “I know which offers are in the emails and can target users depending on past travel and destinations,” he said. “Twice a month is the max that I am touching my clients, so something that's exciting and visually appealing really inspires them.”
- Use triggered emails to support sales, and not just before you make a sale. Most companies use triggered emails to remind people when their subscriptions are almost up or when new products are released. Goldring, however, uses triggered emails post-sale with good results. A week before clients leave, an automatic email is sent to remind them of the trip. Customers get another email soon after they return. “It gives them a way to tell me if they had a great trip or had any problems,” he said. “I want to reach out to them before they reach out to me.” It also presents a perfect way to inquire about future travel needs, he said.
- Employ humor to boost interest. Humor is a big part of Goldring Travel's email marketing program. For instance, once a month a welcome email goes out to new subscribers. It includes a survey designed to gauge the type and frequency of travel that new subscribers are interested in. “I've got funky things in there as answers,” Goldring said. “Like, "Complete this survey and you might win something—not really.' I use humor to project my personality, but it also makes people remember the company. I always get comments about it when I get people on the phone to book travel.”
- Treat business clients like consumers. Although his business clients get emails that consumers do not, they also receive everything that goes out to his b-to-c clients, Goldring said. “Business clients do leisure travel, too,” he said. “The consumer emails remind them that I am there for them no matter when they need something.”
Emma Hall on 01.27.2015