CRO (conversion rate optimisation) is a marketing term often used in relation to website pages and UX (user experience) design. However, CRO can be applied to any marketing channel, throughout the different stages of the buyer’s journey. In email marketing, the importance of open rates can be overstated. Click-through rates and conversions are still the key metrics to judge success.
Marketers in the travel industry have a key advantage over many other industries in terms of emotional engagement, as the nature of travel and holiday content is mainly about planning an escape from the everyday grind. Travel-related email marketing content should perk the interest of subscribers when these emails hit their inbox.
When a prospect subscribes to your email marketing list, that is only one part of the job done. For your email marketing content to connect with your customers and engage them for long enough to convert your business goals, your strategy needs to be firing on all cylinders.
Email marketing is still one of the most cost-effective ways to engage with customers. It's an efficient and effective marketing channel that can generate some of the biggest returns on investment in your marketing toolkit – an average ROI of up to 3800% according to the DMA National Client Email Report.
Even if you have a popular brand and produce high quality email marketing content, it will not deliver the desired impact or response rates that it deserves unless it is driven by a click-worthy email subject lines. The reverse is also true. If you hook your subscribers in with an irresistible subject line and show them poorly executed or uninspiring content when they open your email, it will be a big turn off.