Agents should look at using their own database to send out more marketing emails and direct mailings to customers to get a better return on investment, the Protected Trust Services conference heard.
Andy Headington, chief executive of digital technology and marketing specialist Adido, told delegates that companies he works with see open rates of about 30%.
“Email engagement has been pretty steady for the past 20 years; email is very undervalued for attention and bookings,” he said.
“Advertising on big platforms is competitive and expensive and there are very few easy wins except maybe email.”
He cited the example of a client from a villa specialist who saw no return on investment from paid social media but sales did rise once they started to send emails again.
“Put less focus on social media, it doesn’t see the best return,” he said.
“Do more to make your product and experiences better – improve your holidays to be more and more memorable to create word of mouth [recommendations] and repeat clients.”
PTS member Dave Dulin, founder of Wonky Sheep, told delegates that most of his business now comes through WhatsApp.
He is asking clients on his email database to join the firm’s new mailing list on WhatsApp for updates.
“We get a 90% open rate and better responses than email,” he said.