Because I’m a sucker for punishment, two weeks ago I signed up nine different travel websites in order to see how each company uses email marketing.
Here are the sites I chose: Easyjet, Ryanair, Thomas Cook, Secret Escapes, Voyage Prive, Expedia, Mr & Mrs Smith, The Weekenders and Skyscanner.
I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.
Will this be the equivalent of leaving a skylight open during a storm, or your front door open during a riot?
Let’s take a look at my inbox, to see how it looks right now, two weeks after sign up. Please note, in a rare moment of sensible thinking, I set up a different email address to do this.