13 Travel Email Templates to Cruise Thru for Design Inspiration

This blog was first posted on 20th January 2017. It has been updated on 15th May 2018 with fresh email inspirations.

Our inboxes are always teeming with numerous travel newsletters from all those amazing travel websites we once subscribed to. Of course, they never fail to inspire the wanderlust in us!

Email marketing can work wonders for the travel industry that’s quite evident from the fact that travel emails have an open rate of 20.69%.

Email marketers from the travel industry often 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 Deals’, ‘Join the VIFP Club’, and ‘My Benefits’ are the sections that generate user interest.
• It is visually appealing
• The header text entices the subscriber to scroll through the entire email.
• The GIF at the bottom captures the subscriber’s attention, prompting them to click through the email.
• The CTAs are strategically placed, with an interesting copy.

Off the mark:

• The image-based template won’t appear as appealing with images turned off.
• The length of the email may be a deterrent for the email metrics.
• Outlook email client does not support GIFs so the subscriber may not find the long scroll worth it.

2. Secret Escapes

On the mark

• First scroll displays all the essential information.
• The full-width header image along with the headline can grab subscriber attention instantly.
• The CTA is interesting enough to drive click-throughs.
• Text to image ratio is well-maintained.
• It is a good idea to have FAQs link for better engagement.

Off the mark

• Preheader text could be included.
• Social sharing buttons are missing.

3. Eurostar

Click on the link to watch the beautiful video.

On the mark

• It follows the email design best practices like including preheader text, social sharing buttons, “Unsubscribe” link and “View Online” link.
• The beautiful hero image makes the subscriber curious to scroll through the entire email.
• Video in the email helps in getting better clicks.
• Text to image ratio is properly maintained.

Off the mark

• Video is not supported in all email clients.
• Language may be a barrier for subscribers who are not able to comprehend French.

4. Hawaiian Airlines

 

On the mark

• The cinemagraph gives a pleasant feeling to the subscriber.
• The CTAs are strategically placed.
• The images and copy are relevant to each other.

Off the mark

• Cinemagraph will not be visible to Outlook users.

5. 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.

6. 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).

7. 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.

8. 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).

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.