In a study by consulting firm Absolit Consulting that analyses the newsletter and e-mail activities of tourist companies operating in Germany, Dortmund s airport ranked number one out of 20 studied mobility companies. During the time period from May to August 2016, all 124 selected tourist companies in Germany were evaluated in terms of obtaining addresses, user friendliness, legal certainty, reception, and mobile use.
After the incoming analysis of email marketing measures with 40 criteria in six different categories, Dortmund s airport achieved 70 percent of all points. Dortmund airport s digital dialogue marketing mainly impressed due to its mobile optimisation and e-mail quality. Tim Elsdˆrfer, Project Manager of digital media, is pleased about the consulting company s approval: We have been sending e-mail newsletters to our various target audiences since 2008. They are an integral part of our dialogue marketing.
Customer appeal through professional digital dialogue marketing is becoming increasingly important primarily in the travel and tourism industry for generating leads and directly reaching subscribers. When used correctly, newsletters continue to be one of the most effective channels in multi-channel marketing in spite of numerous new technologies and marketing instruments. High opening and click rates are proof that information on new products and services actually reach users through this method.