Infographic: The perfect basket abandonment email - Travel Edition
1
BOOKING RECOVERY EMAIL THE PERFECT When to send the first email the sUBJECT LINE the EMAIL CONTENT TAKEAWAY: 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. 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: 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: 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: 2013 Travel Edition 30 mins 45 mins 60 mins 1-4 hrs 4-24 hrs +24 hrs 5.3% 5.2% 4.9% 3.7% 3.1% 2.7% $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Time FROM ABANDON CONVERSION FROM SEND 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%. 48% 0 5 10 15 20 25 30 35 40 45 50 55 COMPANY NAME 54% BOOKING DETAILS 42% PERSONS NAME 48% URGENT TONE 42% CUSTOMER SERVICE TONE 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. 7% BOOKING DETAILS 10% RECOMMENDATIONS 12% COMPLETE YOUR BOOKING (INTRO) 31% COMPLETE YOUR BOOKING 1.9% SOCIAL LINKS 0.1% UNSUBSCRIBE 10% TEXT HYPERLINKS 8% PROMOTIONAL BANNERS 8% CONTINUE BROWSING 2% cLIENT lOGO 6% NAVIGATION BAR @SaleCycle.com TWEET US VISIT US ONLINE AVERAGE OPEN RATE (%) % = Click Through Rates
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Transcript of Infographic: The perfect basket abandonment email - Travel Edition
BOOKING RECOVERY EMAILTHE PERFECT
When to send the first email
the sUBJECT LINE
the EMAIL CONTENT
TAKEAWAY: 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.
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:
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:
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:
2013 Travel Edition
30 mins
45 mins
60 mins
1-4 hrs
4-24 hrs
+24 hrs
5.3%
5.2%
4.9%
3.7%
3.1%
2.7%
$ $ $ $ $ $
$ $ $ $
$ $ $
$
$
$ $ $
$ $
$
$
$ $ $ $ $ $
TimeFROM ABANDON
CONVERSIONFROM SENDRATE
TAKEAWAY: TESTING, TESTING, TESTINGTest 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%.
48%
0
5
10
15
20
25
30
35
40
45
50
55
COMPANY NAME
54%
BOOKING DETAILS
42%
PERSONS NAME
48%
URGENT TONE
42%
CUSTOMER SERVICE TONE
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.
7%
BOOKING DETAILS
10%
RECOMMENDATIONS
12%
COMPLETE YOUR BOOKING (INTRO)
31%
COMPLETE YOUR BOOKING
1.9%
SOCIAL LINKS
0.1%
UNSUBSCRIBE
10%
TEXT HYPERLINKS
8%
PROMOTIONAL BANNERS
8%
CONTINUE BROWSING
2%
cLIENT lOGO6%
NAVIGATION BAR
@SaleCycle.comTWEET US
VISIT US ONLINE
AVERAGE OPEN RATE (%)
% = Click Through Rates
