Link language, decision-making and behaviour for best email results

By our News Team | 2023

References to ‘rewards’ and ‘discounts’ – as well as sense of urgency – help boost travel industry email success rate, report finds.

Email marketing continues to be an important channel for communicating in the trillion-dollar travel and tourism industry, with a new report revealing trends that have emerged in this sector.


To understand what works best in these travel mailers, Africa-focused email specialist, Everlytic, collaborated with behavioural communications firm, BreadCrumbs Linguistics, to analyse the language trends and communication patterns in the 20 top-performing travel emails out of more than 3.9-billion sent by Everlytic in 2022.

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Photo by Torsten Dettlaff from Pexels


The research found mailers that incorporated behavioural insights – paying close attention to the link between language, decision-making, and behaviour – were the most effective.


Here are the top 10 insights from the research:


  1. The most successful travel mailers were sent mid-morning at the beginning of the week. The best months for travel email engagement were February and October.
  2. Reference to rewards and discounts boosted consumer engagement, particularly where these were framed as ‘exclusive’ to customers on loyalty programmes.
  3. Language of urgency, where consumers feel they need to act quickly to secure a deal or special offer, drove better click-through engagement rates.
  4. Power of free – with reference to freebies – extra perks and complimentary add-ons got higher engagement.
  5. Subject lines using imperatives (exclamation marks) got the highest open rates.
  6. Visual language using non-people-based imagery (including wildlife, sunsets, ocean views and greenery) increased interest and engagement.
  7. No emojis were used in any of the top-performing mailers – across both subject line and body copy.
  8. Linguistic tools like alliteration and superlative adjectives (best, greatest, perfect) made brand writing more persuasive and boosted engagement.
  9. Trends with price references included placing the price point below the mailer visuals (making the offer seem cheaper), framing discounts using ‘up to’ percentages, and presenting offers where the original cost is struck through to emphasise the lower cost.
  10. Travel sales communications that offered multiple destination options – but with a single call-to-action button (normally ‘book now’) – got the highest engagement.


“Brand communication in this space is highly competitive, and being able to stand out from competitors is critical,” Everlytic says in a press release.


You can download the full report here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.