Travel deals publisher dealchecker.co.uk has credited a focus on tailoring its distribution to regional departures for a positive start to 2016.
The firm’s testing during the first quarter of this year has seen newsletter open rates hit up to 32% in some areas.
Dealchecker says it has started refining its service by regionalising departures to suit subscribers’ post codes.
Alice Mariscotti Wyatt, editor at Dealchecker, said: ” In response to the growth of regional flying, we’ve seen an increase in offers with departures outside of London and this has been mirrored by demand of our user base.”
Dealchecker newsletters are distributed on a weekly basis on Wednesdays and Fridays. The Friday newsletter send is now tailored to suit subscribers postcodes.
The Wednesday real deals newsletter features top 20 deals and it now includes multiple departure points with pricing, to appeal to a wider audience.
In the weeks ahead, Dealchecker’s real deals emails will also be enjoying regionalised sends.
Mariscotti-Wyatt, editor at dealchecker.co.uk, said the plan is to regionalise these in the near future.
“Regional sends mean we can achieve a more tailored approach with our emails,” she said.
“The result of our efforts has been rewarded with improved open rates, greater conversions and more relevant deals for our subscribers.”
One of the most responsive regions to the changes has been Northern Ireland, with open rates up to 32% in some cases.