NB: This is an article from NetAffinity
This week’s cheatsheet, #7 in our Direct Booking Cheatsheet series, focuses on overcoming booking abandonment. Booking abandonment is a plague of hoteliers everywhere.
Numbers in the range of 81% abandonment are often quoted, despite all the time and money poured into driving traffic to hotel websites and encouraging bookings. Email retargeting is a way to overcome this.
Why do people abandon mid-booking?
39% say they were just looking, or want to do more research. A further 37% want to compare prices. Other common reasons include bookings processes that are too long, payment issues or simply needing to check with other travellers.
Don’t be afraid to look closely at your bookings funnel to plug major leaks. However, there’s another powerful way to overcome booking abandonment that you should use in tandem with your improvements: email retargeting.
We’ve created a simple, 1-page, 5-point guide to everything you need to know about email retargeting. We cover what, why, who, how, and when. Check it out below to learn what you need to know to get started.
The Chestsheet covers the following 5 areas:
- What is email retargeting?
- Why does it work?
- Who can I email?
- How do I get started?
- When should I send emails?