As we roll into one of the two peak seasons as far as the travel Email marketing industry is concerned, our inboxes seem to be teeming with travel newsletters from all those amazing travel websites we once subscribed to.

It’s the time when everyone in the travel & hospitality industry would burn the midnight oil and design attractive deals and emails to woo their subscribers. But what is it that will make you stand out from the crowd?

The thoughtful Monks have collected these travel email template examples from all over the industry and conducted an email design audit so that you know what others are doing and what you should or should not do.

1. Carnival

On the mark:

• There is a pre-header text, which helps in increasing open rate.
• ‘Today’s Deal’ and ‘My Benefits’ are the sections that generate user interest.
• All the banners are very appealing.
• First scroll displays all the essential information.

Off the mark:

• The image-text ratio is not maintained. The image based template won’t appear as appealing with images turned off.

2. The Ultimate

On the mark:

• The first scroll clearly conveys the travel message.
• It is good to have important links used as navigation.
• The height of the email is prefect.

Off the mark:

• Pre-header, web version and can-spam footer is not used (This might be coming through ESP when delivered).
• Text link styling doesn’t match the design.
• There is no highlighted CTA in the copy.

3. Butlin’s

On the mark:

• You get a hang of the message and offer in the first scroll itself.
• Height of the email is prefect.
• The “Don’t Miss Out” section produces a sense of urgency.
• The 3 column section covers all the deals within a short height.
• It is good to have important links used as navigation.

Off the mark:

• Pre-header, view web version and can-spam footer are not used (This might be coming through ESP when delivered).

4. Jetsetter

On the mark:

• The important links have been used as navigation.
• A good pre-header text, like the one used here, helps to enhance open rate.
• All the deals are well emphasized and presented.
• Attractive, good resolution images enhance the beauty of the email.
• Image-Text ratio is ideal

Off the mark:

• The email is a bit too long. Mailable microsite elements like Menus, Carousels, Accordions, Sliders, Flip or Rotating banners would have done a great job for Jetsetter.
• Due to its length it might create some issue with Gmail and Outlook clients.

5. Eurostar

On the mark:

• The email is personalized with the subscriber’s name.
• Navigation at the top has all the apt links.
• Social icons are rightly placed in the footer.

Off the mark:

• The design is not much customizable.
• The form used in the email isn’t compatible across all email clients.
• Using unsubscribe link in pre-header text is not a very great idea as it’ll display at the top.
• They haven’t used a web safe font. It’s fine if a fallback is given, though.

6. Hipmunk

On the mark:

• The character in the email maintains the brand look throughout the design.
• The first scroll conveys the service of the Company.
• The CTA and option to download the apps for Android and IOS are aptly highlighted.

Off the mark:

• Pre-header, web version, and can-spam footer are not used (might be coming through ESP when delivered).

7. Thomas Cook

On the mark:

• The email is of appropriate height.
• The navigation bar added above the footer is a good idea.

Off the mark:

• The ‘hero’ image is missing. Hence, no image is seen in the first scroll.
• The second CTA “Select your offer” is not well structured/placed in the email design.

8. Stena Line

On the mark:

• Offer in a separate contrasting box, along with a CTA. The template has 2 CTAs in total.
• ‘Forward to a friend’ link – can be effective, but in no way a substitute for popular social networks.
• Logo and sender information provided.

Off the mark:

• No social icons in the email.
• Some parts do not have web-safe fonts; if taken as images, these might not load properly if the email client at subscriber’s end blocks images.

9. Virgin Holidays

On the mark:

• Logo and sender information has been provided.
• Personalization and CTA like “Follow your dreams” helps to connect with subscriber.
• Social icons are provided.
• “See the email in full” link in the header in case the images do not load.
• “Find us” link provides information regarding physical stores.

Off the mark:

• Depends heavily on whether the subscriber clicks through to the website.

10. Airbnb

On the mark:

• Logo is at the top, in the header.
• It’s a short email with one CTA.
• Links like ‘Find a place to stay’ can improve click-through rates.
• Social icons and Unsubscribe link provided.

Off the mark:

• No pre-header text, no link to view the email in browser.
• Depends on whether the subscriber clicks through to the website to convey the information.

11. Otel.com

On the mark:

• Proper sender and contact information provided.
• Navigation bar has been used.
• CTA can be reached in a single scroll.
• GIF used – enhances the look and feel if supported by the email client; fallback, of course, is necessary.

Off the mark:

• Typos should be avoided.

12. GWR

On the mark:

• Has a link (button) to the website at the top – improves click-through rate.
• Interactive design element – Countdown is used that creates urgency and prompts click-throughs.
• Short and simple mail with minimal colors.
• Font styling is consistent – easy on the eye.
• Social Icons included – includes a MESSENGER as well for easy sharing

Off the mark:

• The crucial CTA is missing.

Wrapping Up

Now is the era of super personalization and for that you need to focus on customer context and needs in real time. Monks believe that while plain text emails are still effective, travel marketers should now dive into interactivity to make their Travel Email Templates more creative and captivating. It is the time to amaze your subscribers with mailable microsites.

The post 12 Travel Email Templates to Cruise Thru for Design Inspiration appeared first on Email Monks Blog: Email Marketing Tips & Best Practices.