Usability experts Foviance have produced an exclusive report for Travolution examining the email newsletters at two of the UK’s biggest online travel agencies.
The report examines areas such as the purchasing process, web 2.0 functionality, use of images, third party advertising, and layout.
Mark Gristock, marketing director for Foviance and author of the study, has criticised both companies for a number of areas including how the bulletins link to existing parts of their sites.
He said: “As companies look to become more sophisticated in their online marketing, they often forget the fundamentals.
“One particularly important point to bear in mind is that links should look like links.
“As people scan through pages, bold, underlined text draws the eye particularly well. Both Expedia and lastminute.com fail to do this, forcing the user to do the work to identify what is and isn’t a link.”
The study was carried out following a major study of ecommerce newsletters was produced by Foviance last month.
Download the full report, Effective Email Marketing