In part two of our interview with Force24 CEO and founder Adam Oldfield, we examine the best and worst marketing emails, and what they tell us about how consumers’ needs change as they move along the booking journey

According to Adam Oldfield, the messaging and strategy within your marketing emails needs to evolve depending on where a customer is on their booking journey. It sounds obvious, yet few brands actually do it.

For lines and travel agents, it gets even more complicated when many have databases made up of seasoned cruise-goers and consumers who’ve never stepped foot on a ship before.

The secret to capturing their attention while keeping your messaging fresh and relevant? Well, you’ll have to tune in below, but it has something to do with a concept called broad beam attention.

Listen to the podcast below, or on all leading platforms including Spotify, Apple Music, Amazon Music and Deezer. You can even watch along on Youtube.

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