Email may be one of the oldest digital tools, but it remains one of the most reliable and cost-effective marketing channels especially for those in the tours and activities business. In a world where social media algorithms are constantly shifting, email marketing stands strong as a stable and direct way to build relationships with potential guests and stay in touch with past ones.
If you’re wondering whether investing time in email campaigns is worth it – the answer is yes, without a doubt. Especially if your goal is to build trust over time, remind people of your offer, and gently guide them toward booking.
Not everyone who visits your website or social media is ready to book right away. Some are still exploring, some are waiting for the right time, and others are just looking for inspiration. If you don’t stay in touch they’ll forget about you.
But if you send them useful and engaging emails, you become a brand they trust and remember when they’re ready to travel.
Here’s why email marketing pays off:
Now that we know email marketing still pays off, let’s look at how you can use it in tourism – even if you’ve never sent a newsletter before.
The good news? You don’t need to be a digital expert to run a successful email campaign. Just follow these six easy steps:
Without a clear goal, it’s hard to measure success. Ask yourself: what do I want to achieve? More bookings? More blog traffic? Returning guests?
For example, your goal might be to turn website visitors into paying customers through a series of informative emails. Or to stay top-of-mind with past guests by sending monthly newsletters with updates and special offers.
Pro tip: Use segmentation. For instance, send a discount to subscribers who’ve opened several of your emails – they’re clearly interested!
A good email platform makes your job easier and lets you track results.
Here are some beginner-friendly options:
The easiest way to grow your list is through your website. Add a simple sign-up form or pop-up offering something of value, like:
The more value you offer, the more signups you’ll get.
Where to place your sign-up form?
Here are a few examples of text you can use to invite your readers and followers to subscribe to your email list (CTA – call-to-action):
You can also collect email adresses offline before or after your tours. Ask guests to leave their email (and maybe their birthday) on a sign-in sheet so you can later send them birthday discounts or tour updates.
Bonus tip: Segment contacts by interests or language to personalize your content later on.
Email isn’t just a sales tool, it’s a trust-building tool. If you send emails that are useful, inspiring, or entertaining, your audience will want to read them.
Content ideas for your newsletters:
Of course, don’t forget to include special offers, last-minute tours, or giveaways to encourage bookings.
When we talk about newsletter content, it follows a specific structure consisting of a headline, body text, and a CTA (a call-to-action button). Here’s an example of what your first newsletter could look like:
Subject line:
Email body:
CTA examples:
You don’t need to email people every week. Once a month is a great starting point unless you have a last-minute deal you want to promote.
Here are some topic ideas for upcoming newsletters:
Subject line examples:
CTA examples:
Keep it short and simple. No need to overcomplicate things. Just tell people what they need to know and invite them to take action.
If you send every email manually, you’ll burn out quickly. Automation saves time and helps you stay consistent.
Start with basic automations:
Example: When someone subscribes to your newsletter, set it up so they automatically receive a welcome email. You can easily do this in Mailchimp or Brevo.
You can also automate birthday emails, seasonal tour reminders, or exclusive discounts based on user behavior. Tools like Mailchimp or Brevo make this setup easy, even with free plans.
Email marketing might not be as flashy as TikTok or as fast-paced as Instagram but for tour operators looking to grow sustainably, it’s one of the most powerful tools out there.
With email marketing, you get:
So start simple. Send that first email and build from there. Every email brings you one step closer to a loyal customer.
Like this guide? Check out our other articles with tips and examples to help your tourism business grow. And don’t forget to subscribe to our newsletter where we share new blog posts and practical insights, keeping you up to date with the latest news in travel and tourism.
ORIOLY
on July 31, 2025
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