Travelocity Email - January 6, 2020

A review of a Travelocity email

1.  Subject and Preview Line

SL and PV in Gmail

• It's interesting that they are playing with random case in their subject line. This brings attention to the key item they are trying to promote. The FIFTY PERCENT OFF is what the eye is drawn to.
• The preview line implies that I am going to have to join something to get the offer. The use of the word "join" makes me think that it is going to have a fee. 

2. The Email

• NAV features their logo and what I am assuming are their top revenue driving categories. They repeat the NAV links in their footer. It does not align to their site NAV. I would not expect this to be a concern for most consumers but they are missing an opportunity on the email to bring in their full offering. 

Site NAV

• Beneath the emails NAV they have featured a search bar with a bright green CTA. This is the emails only use of green and it is very strong.  The search feature is non-functioning and when a customer clicks onto the field to begin typing they are directed to their hotel landing page.
• The hero banner repeats the message from the SL. I am not sure if the discounts they are referring to are for hotels, cruises, vacations packages, etc. The imagery does not provide any direction or insight.  This is a miss as if my expectation is not delivered I am less likely to engage with future emails.
• Some emails are designed to educate and others, designed to drive a click. This email is the later. For more information I would need to click through to the landing page or site to find out more. 
• I think they've missed an opportunity to let people know that there is no fee for their membership. We live in a time of pay-walls so,  many customers will perceive their membership has a fee and not continue down their purchase path.



Filtered Results: 3 Star Hotels

• Beneath their banner, they have 3 icons for hotels - each which triggers a filtering of results to their landing page. They've chosen to highlight the star rating. Interesting. Their member behavior on hotel search must correspond to filtering by star level. 

4-Block Treatment

• Their next block is broken with a headline in a new font. Its a casual, comfortable break but it is a new text treatment. Their designer must love playing with fonts and weights. This can be visually exhausting for the reader but, their email is pretty clean so it is a nice moment. Very American Express feeling.
• This is a standard 4-block treatment that works well for mobile. I can honestly say that I have never searched Minneapolis nor is it on my radar so this is an odd pick. 
• They've included an interrupter on the Minneapolis block to create a feeling of scarcity and drive action. There is nothing saying when the last hour was so this is likely purely marketing copy. 
• When you click through on the $200 flight block their landing page brings in results targeted to your metro-airport. That's pretty cool. Smartly, they have also included a sub-nav which allows for quick and easy search by carrier.

  

$200 Flights Landing Page Results

• Lastly, they have chosen to further monetize their emails with third party ads. They have a LiveIntent plug-in running.