infographic: the perfect basket abandonment email - travel edition
TRANSCRIPT
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
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AVERAGE OPEN RATE (%)
% = Click Through Rates