Why Don’t Travelers Read Emails?

07/01/19

“I’ve sent all of the information they need to their email, why are they asking me this question?”. This statement is all too common. Travel leaders find themselves reminding people 2 or 3 times before the information finally sticks. 

When travelers don’t read emails, important information is missed. Why don’t travelers read these emails?! Here’s what we discovered. 

Moving Between Devices

98% of people use multiple devices throughout the day. Shifting between devices changes how people read and process information. A traveler might quickly check email on their computer and plan to come back to it later on their phone. Sometimes they do, sometimes they don’t. When they do shift to smaller phone screens, it is more difficult to read content, especially long content.

Skimming Content

When people move between devices as well as channels such as email, blogs, or websites, they tend to skim for information. This is especially true for anything that is content-heavy. Humans skim content-heavy emails to capture the main points and easily miss many details.

In addition, the average attention span has shrunk to about 8 seconds for reading the content. So, when presented with a content-heavy email, travelers simply don’t have the attention span to read it thoroughly.

Comprehension Decreases

More than half of website traffic happens on a mobile device. This also applies to reading email. As we shift to reading more on our phones, we put less mental effort into reading content and our comprehension decreases. 

What does this mean when communicating with travelers?

Technology is driving changes in how people consume information. While email has its place, technology is changing reading habits and driving people to new channels.

Deliver Information on the Channel of Choice

The mobile phone is the device most people want to use to communicate and, with over 6 billion text messages sent every day, text messaging has become the dominant way to communicate.

Peoplocity is an example of a two-way messaging platform that can be used to send the right message to travelers at just the right time. In addition to receiving messages, travelers can use their personalized mobile app to ask questions, give feedback,  and share pictures from their trip!

Make the Message Easy

Break large amounts of detailed information into smaller, more digestible chunks that include one or two key points in a single text message. Make information concise and easy to understand and eliminate jargon. This lets travelers process information quickly.  If it is appropriate, include links to relevant videos, websites or pictures. 

Just in Time Information

If detailed information is communicated through email, follow up with smaller, just-in-time chunks of information through text messages. Anticipate questions travelers will have and at what point in time the questions will come up. Proactively send the message and reduce incoming questions.  

About Peoplocity

Peoplocity provides businesses with a messaging platform to communicate with customers. Customers use a personalized mobile app to ask questions, get help and send feedback. Businesses use a cloud-based platform to respond to customers and to deliver information, reminders, alerts, and promotions to customers on their personalized mobile app. 


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