THE ART OF TURNING SOCIAL Spectators into

destination visitors ..……..

@tourismeschool @becwhite10

REBECCA WHITE DIRECTOR @ TOURISM ESCHOOL

OUR CHALLENGE

ENGAGED SOCIAL COMMUNITIES, BUT...

ENGAGED SOCIAL FAN

VISTING SOCIAL FAN

BIG GAP!

EMAIL

WHY EMAIL TOTALLY ROCKS

& W H Y Y O U N E E D T O G E T O N B O A R D !

SOCIAL = NOISY

EMAIL = QUIET

BUY NOW SALE ON

ON SALE

FLIGHT DEALs

LAST MINUTE

NOW OPEN

WINTER SALE STAY 4 PaY 3 O

N S

ALE

O

N SALE

ON

SALE

KIDS STAY FREE

SALE ON

MASSIVE FREE

REACH

OWN RENT

Email = most influential owned media channel… when done right! Says Bec from @tourismeschool #SOMET15AU

NOW THAT’S TWEETABLE!

1 HOW TO totally at email marketing… suck

WRONG ASSUMPTIONS

OUR ASSUMPTIONS

SUBSCRIBER

RE: SALE ON

RE: ON Sale

Re: winter sale

RE: Flight Deal

Re: Stay 4, Pay 3

SUBSCRIBER

OUR ASSUMPTIONS

REALITY

SUBSCRIBER

SUBSCRIBER

UN SUBSCRIBER

UN-INSPIRING EMAILS

ûEVENT LIST

TOO GENERAL

TOO FACTUAL

TOO WORDY

UN SUBSCRIBER

While email is free and has amazing reach, it must be RELEVANT and ENGAGING before it

will convert any subscribers into visitors.

2 ROCK YOUR

to build customer love and conversions!

emails

Success with email comes when you share the RIGHT messages to the RIGHT people at the RIGHT time

THE RIGHT CUSTOMERS

IDEAL CUSTOMER

NICHE SEGMENT

TARGET MARKET

$ Aspires  

Issues  Values  

IDEAL CUSTOMER CLUES

THE RIGHT CONTENT

Customer Engagement

Achievement of Goals

The ‘right’ content

INSPIRE

HELP

STORIES

To turn email subscribers into visitors we must FIRST inspire, build desire and solve problems.

CONSUMERS VIEW

CURATE AND ORGANISE

OWN REAL ESTATE

GOOGLE LOVE

EVERGREEN CONTENT

LOW COST

PERSONALISE YOUR CONTENT

SEGMENTATION Verb: TO DIVIDE SOMETHING INTO SEPARATE PARTS OR SECTIONS TO CREATE RELEVANCY

EXPERIENCES & REGION

LOCATION

PREVIOUS PURCHASES

SUBSCRIBER

What interests them?

SUBSCRIBER

They  clicked  on    X,  Y  and  Z      

Your  email  them  Re:  X,  Y  &  Z  

customer behaviour data

RE: RELEVANT, HELPFUL, INPSIRING UPDATE

RE: RELEVANT, HELPFUL, INPSIRING UPDATE

RE: RELEVANT, HELPFUL, INPSIRING UPDATE

RE: RELEVANT, HELPFUL, INPSIRING UPDATE

RE: RELEVANT SALE ON NOW

@

SUBSCRIBER

Honey, I’m booking that trip today!

Jan Feb Mar Apr May Jun Ju l Aug Sep Oct Nov Dec  

Always-on, low-cost, desire building and sales conversion campaign for your tourism brand!

EMAIL DONE RIGHT…

CAPTURING SUBSCRIBERS

Comp&&on

3 design to skyrocket engagement + conversions for both mobile & desktop

ROCK YOUR

FROM Trusted brand name

SUBJECT LINE Short & engaging

SECOND HEADLINE What to expect

Short, Sharp & Scanable Visual

Mobile Responsive Template

ü û  

Optimise Alt Tags

Optimise Alt Tags

1 objective only!

Read More >

Book now >

www.bit.ly/rockyouremails

LIVE EXAMPLE

5:00:00

4 MEASURE WHAT matters

to track your success!

Engagement

EMAIL ENGAGEMENT ü  Opens + Click-Through-Rate

ü  What they do once they click through…..

@

WEBSITE ENGAGEMENT ü  Landing Pages from Email “Campaigns”

ü  Time on Site / Bounce Rate

ü  Average Pages Per Visit

ü  Blog social sharing & comments

ü  Subscriber growth

Interest & Sales

CONVERSIONS ü  Goal conversions for referral source “Campaign”

•  Contacted You or Operator

•  Phoned You or Operator

•  Booking Made

Strategic email marketing + relevant blog content = Visiting social fans!

KEY TAKEAWAYS Email is highly influential OWNED media channel

Top Priority - Encourage social fans to join your email list Deliver the right content to right people

Optimise your email design Measure what matters

YOUR ACTION LIST www.tourismeschool.com/somet