The Park City Chamber Bureau hosted their annual Fall Tourism Symposium this past week and one of the pieces of advice posited by the keynote speaker is one that I think has a lot of merit. She noted that email isn’t being used by travel companies very well. I subscribe to a lot of emails (mostly from Ski Resorts) and most don’t send consistent emails and many go months without communicating with me which really is a missed opportunity in that a person that has opted-in to an email list is someone who wants to hear from you. So if you haven’t already, pull together a content calendar and start sending your emails on a regular basis, not just when it snows big or you have a flash lodging sale.
It’s not just that people have opted-in for your emails, it’s that they now have constant access to their email inbox via their cell phone and tablets. This is one of several points made in, the article Why Email Is Still More Effective Than Social Media Marketing. I think the Social Media part was added in more to capture attention than anything else, but its main points about the effectiveness of email marketing are very salient.