I recently received an email from Bike Hike Adventures, who?specializes in multi-sport adventure travel tours worldwide. I first heard about them two years ago when one of their tours was awarded as one of the ?50 Tours of a Lifetime? by National Geographic Traveller.
After checking out their website and reading some customer testimonials, I added their Transylvania Traverse?tour?to my list of things that I MUST experience. I also subscribed to their email newsletter, which was very easy to do using the subscription form found at the bottom of each page on their beautifully designed website.
Two years later, I have still not gone on one of their tours. I?ve received many emails from them on a regular basis. Sometimes I open them, sometimes I just delete them. But I never unsubscribe.
I?m still planning on purchasing a tour from them, which will cost my partner and I around $7,000 USD. One of these days, sometime in the next few years, I?m going to get an email from them that is going to arrive at the perfect time (when I am planning a trip) and it?s going to put them top of mind again and I?m going to book with them.
And just like that, maybe 3 or 4 years after I subscribed to their email newsletter, Bike Hike Adventures will make a sale from me after having spent very little money marketing to me.
Don?t be discouraged if each and every email you send is not resulting in immediate sales or incredible open/click rates. If recipients are not unsubscribing from your email list, they might just not be ready to book. Keep sending them engaging content/special offers and eventually you will see your ROI.
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Bike Hike Adventures ? October 2012 Newsletter
Source: http://dwatson.ca/2012/10/02/tourism-operators-email-marketing-roi/
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