6 Suggestions for user guidance in e-mail marketing of tourism websites

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Ten days ago, received a world famous travel comment website TripAdvisor an email, this email tells me, I wrote in TripAdvisor two reviews by how many people read, read reviews of people mainly distributed in which countries. was moved, but made a little contribution, but let me feel help so many people. At that time, micro-blog said: "This is the user motivation Ah!" More than the badge level many times the incentive! " (microblogging address) as the microblog was issued, many people agreed with TripAdvisor that this was the true intention of email marketing (EDM). @puting said: "There is nothing better than to let you ' ever pay ' the value of a greater incentive. ”

As a travel enthusiast and Internet product personnel, used several travel sites, but also received a lot of websites sent mail. Roughly compare, the different travel website's mail level varies greatly. The following is a rough analysis.

#1 TripAdvisor: An insight into email marketing

In addition to the example that the article starts with, give two examples:

1 user education through mail.

It is probably one of the most important jobs in many communities to guide users through the creation of Web sites, and few users can really create content, especially in vertical communities. A very important reason: users feel trouble, do not know how to write.

This March, in the TripAdvisor mentioned I want to go to Thailand, after one months received an e-mail, the main content is as follows: "1 asked if you have been to 2 I for everyone, everyone for me." If you've been there, write a comment, just to give back to those who have previously written a review to help you. 3 Guide users don't be afraid. Tell me to write a comment is not difficult, what to eat, where to live can write. So I wrote the two reviews that I started to mention.

2 stimulate the user's curiosity.

One of the driving forces of tourism is to explore the unknown, to satisfy curiosity and increase experience by setting foot in places that have never been.

So how to stimulate the user's curiosity? Every once in a while, I receive emails from TripAdvisor such as "10 odd Museums", "ten wonderful hotel swimming pools", "15 best places to see the Sunrise", and look at the pages with beautiful pictures and interesting text. and provide the corresponding guide entrance, "A few certain things, the cheapest flight charts, the best hotel rankings, the best restaurant rankings." Very good tourism consumption guide. As a tourist-loving person, if just want to go out to play, then will not go to see some of the corresponding tourist information and then run to the destination? Or is not moving, the heart is far, as a future travel plan?

Where do #2 go, art Dragon: The main price war email marketing

Where to go: "Weekend fun: 10 Yuan gourd Villa coupons, 36 Yuan Horizon 100 for the Ticket", "lead to" July, a regiment! Sanya Red Artist performance, Dalian Holy Asia Ocean World, swim Qiandaohu "

Art Dragon: "Summer Vacation parent-child tour, play to the seaside hotel return now 101 yuan per night!" Xiamen, Qingdao, Dalian more! "" The most powerful summer in the History of Art Dragon! High star Hotel return 100 Yuan, Samsung back to 50, economic return 30, 3,000 group buy 10 percent ...

Yes, is cheap, all kinds of discounts, various concessions, also can not say bad, maybe just I want to go to a place to play, just to see the right discount promotional information, perhaps on the list.

But there are several problems:

1 This kind of TV direct sales "as long as 888" promotional copy, whether it can cause users enough attention?

After all, this way is too much, too common, when the total see this similar street "Jump price", "vomiting blood sale" of the marketing words, anyway for me, a little visual fatigue.

2 blindly pursue low price, lack of quality sense.

Not every user is consumed simply because of low prices. Whether it can be appropriate to introduce high-quality products. This, I have in the previous article "Buy new trend-the foreign 3 big group Buy My Inspiration" mentioned: "Cheap price is not to guide consumers to consume the only factor." The quality of consumption can sometimes become a more important factor than price. ”

3 Lack of personalization.

"Summer Vacation parent-child tour, play to the Beach Hotel return now 101 yuan per night!" Xiamen, Qingdao, Dalian more! " When I see such a title, I am really a little messy, as a woman who has no children, I am stressed mountain ah there are wood. In fact, if the user fills in the registration information when doing some guidance to the user's previous consumption records to do some analysis, through the user data mining, can be directed to launch. And personalization is one of the unique charms of email marketing.

#3 Donkey Rating Network: The e-mail marketing that makes people laugh and cry

The end of last year registered donkey rating nets, a collection of a Xiamen travel plan, so, every two weeks, I will receive a "Xiamen latest tourism reviews and Raiders." Travel to a faraway place, from people's curiosity to economic factors and other considerations, may be to go once, if you really like it, maybe once a year. You give a guy who's been to this place over and over again. What's the latest comment on this place? The e-mail marketing of donkey comment net is typical without taking into account the personalized push of user psychology. Instead of recommending discounts on hotels and attractions?

#4 Leech: E-mail marketing is not about writing weekly

In fact, I still like the Ant-Honeycomb, in this site saw a lot of useful raiders. But every time I see their mail, I really want to spit. "Dear * * *, this is" The week of the Hive ". Just look at the title, do not want to see. e-mail marketing is not a weekly report, what is the focus of your site for the week, and users have a relationship? Whether the title is attractive enough determines whether the user wants to open the e-mail message. Instead of writing a week's focus, it would be better to say where the top ten summer places are. In fact, the problem of the MA honeycomb in a lot of websites sent in the mail.

6 Suggestions for user guidance in e-mail marketing of tourism websites

Analyzed the e-mail marketing methods of five travel websites and talked about the user guidance in the mail.

First of all, for the site, traditional e-mail marketing is still an area that can not be ignored. A February data show that, compared with more than 800 million users of Facebook, the number of people with e-mail has been more than 3.1 billion, close to half the world's population. e-mail marketing, with its extensive coverage of users, personalized and accurate arrival, full of confidence, easy to monitor and trace features are used by many websites, indicating that e-mail marketing in the Guide users still have great value.

So what do you need to be aware of when you use e-mail to guide your users?

1 personalized programs for different groups of users.

Guide users to fill out some personal data, through their interest analysis, push personalized information. For example, tourism site can guide users to answer what kind of tourism, is the beach leisure, or historical humanities, according to the user to recommend their information of interest.

2 use mail to do user education.

For example, what can a user do on a website? What kind of behavior is advocated? Even some websites use tips. Some important new features can be communicated to the user in the form of a message, to guide the user to try.

3 Positive feedback is important.

In the community, one of the main motivations for stimulating user-generated expression is that the user gets positive feedback, saying tacky little, vanity, human nature. Just like a regular user A microblog is forwarded by N-people, especially celebrities, the person who sends the micro-blog says on the surface "good vexed ah", the happiness feeling that produces inside is same, when receive an email to inform you to help others, the user innermost feelings have a kind of affirmation feeling and achievement feeling.

4 a unique message header.

The title determines whether the user will throw your mail in the bin or open it. Therefore, when the title of the time, according to the user positioning snack. That "Week focus" "Week essence" or whatever.

5 Merchandise Service Promotion do not only play a price war strategy.

Many travel sites, especially OTA (online travel service) sites, often prefer to use low prices to attract users. No one knows, not everyone is interested in low prices. Can we offer some quality and special goods service?

6 combined with social sharing.

Sometimes when you see the good things in your emails and you want to share them with Twitter or other friends in the community, adding a social web sharing button to your email will help spread the message. Therefore, operations and marketing must take into account the dissemination of information, people, people and information interaction, so that information to reach the precise crowd, so that people who receive information easily spread information.

This article is my view from the travel website email marketing to the user guide in the mail. In fact, there are many points worth discussing about email marketing, my microblog nickname @ Bubu, Welcome to Weibo and I discuss.

Reference: "Information map" e-mail marketing + social media http://www.socialbeta.cn/articles/email-and-social-media-infographic.html

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This article is from @socialbeta's "social products" columnist @ Bubu

This article link: http://www.socialbeta.cn/articles/email-marketing-6-tips-2012.html