A Comprehensive Guide on Email Marketing for Travel Businesses

Imagine sending emails that wish happy birthdays, gather feedback, and spark travel excitement all at once.

All this is possible thanks to powerful tools like Email Marketing. With its remarkable ability to reach a broad audience and deliver a high return on investment, email marketing goes beyond just promotion. 

Additionally, it’s about building genuine connections with your customers. Every email is a chance to improve their experience and loyalty to your travel brand.

But let’s face it – email marketing might seem complicated at first, especially if you’re new to it.

That’s why I’ve created this comprehensive guide to serve as your compass, guiding you through every step of the journey and equipping you with the knowledge and tools you need to succeed.

What is Email Marketing?

In simple terms, Email marketing uses email to connect with potential and existing customers to achieve various marketing goals. 

It’s a way to promote your travel agency or tour operator’s services, build relationships with travelers, and ultimately get them to book trips with you.

The first marketing email was sent in 1978 by Digital Equipment Corporation, advertising machines for chest exercises. This initial effort impressively generated $13 million in sales, showcasing the powerful reach of email marketing.

Furthermore, email marketing shines in travel, with a notable 20.69% open rate and key usage by 84% of brands during peak planning times. The open rate measures email engagement, while key usage shows brands’ reliance on email marketing for crucial planning.

In addition, its adaptability and cost-efficiency make it ideal for different types of campaigns. Besides, this helps boost sales and nurtures customer relationships, showcasing its importance in marketing. 

Why use Email Marketing for Travel Businesses?

Benefits of Email Marketing for Travel Businesses

Travel businesses can reap a bounty of benefits by using email marketing. Here’s a breakdown of why it’s a perfect fit for the travel industry:

  • Unlike billboards or mass media, email allows you to send personalized messages directly to travelers interested in destinations or tours you offer. 
  • Emails can be customized with a subscriber’s name, past browsing behavior, or preferences, boosting engagement and conversions.
  • Email marketing also offers a high return on investment (ROI), allowing you to reach a large audience at a relatively low cost.
  • Regular email communication fosters a connection with your audience, making you a trusted travel advisor rather than just another company.
  • Email marketing helps you expand your market presence and increase brand awareness.
  • You can track key metrics like open rates, click-throughs, and conversions to see what’s working to refine your strategy for even better results.
  •  Automate email workflows to save time and personalize communications at scale. For example, send automated welcome emails or abandoned cart reminders.

In short, email marketing allows travel businesses to connect with potential customers on a personal level, build trust, inspire travel dreams, and ultimately convert them into happy, booking travelers.

Types of Marketing Emails

  • Newsletters: Monthly updates with valuable insights and practical advice for better trip planning, highlighting new travel trends and destinations.
  • Promotional Emails: In this email, you showcase must-visit packages and special offers to attract visitors. Collaborative deals are also included for added appeal.
  • Transactional Emails: You can send these emails with confirmations, receipts, and essential trip details after a booking, offering guidance and tips for a seamless travel experience.
  • Re-engagement Emails: You can reconnect with inactive subscribers by sending a friendly “We’ve missed you!” email. You can also highlight special deals or travel ideas to spark their interest.
  • Welcome Emails: Welcome new subscribers with a quick intro to your services and offer a special discount. Highlight what they’ll get from your emails and encourage their first booking.
  • Customer Appreciation Emails: Send a sincere thank you note to thank customers for their continued support. You can also highlight their experiences with your agency and offer a special loyalty discount.

For more on crafting effective emails, check out 12 Email Templates for Tour Operators to enhance your email drafting skills!

How to Get Started with Email Marketing?

Now, let’s explore a step-by-step guide on setting up and executing an effective email marketing strategy for your travel business.

Step 1: Build Your Email List

Build Your Email List

You need a group of people to receive your emails, right?

An email list is a group of individuals who have agreed to receive your updates. For travel businesses, building this list can be straightforward since you likely have email addresses from past bookings.

However, your existing contacts may only cover some potential customers. How about reaching out to new travelers who have not explored your travel options?

Here are some marketing tricks to help you build a fantastic email list packed with excited travelers who truly love what you offer!

But keep in mind that the goal isn’t just to grow a large list but to have engaged subscribers who are more likely to convert into paying customers.

1. Website Opt-in Forms

Website Opt-in Forms
An example of a newsletter.

To simplify the subscription process for visitors, start by placing a clear and easy-to-find email newsletter sign-up form on your travel website.

2. Pop-ups (Use with Caution)

Use with Caution - Pop-ups
An example of a pop-up by Semrush.

You can use pop-ups effectively on your site by offering valuable incentives like discounts. Just ensure they don’t overwhelm visitors as soon as they arrive.

3. Landing Pages

Landing Pages
An example of a landing page by Wag.

You can create appealing landing pages to collect emails, offering incentives like free guides or discounts. Make sure your page design clearly shows the benefits of subscribing.

4. Contests and Campaigns

Contests and Campaigns
An example of a contest and campaign run by Tourradar.

You can host contests where entering requires the participant’s email address. Additionally, you can use SMS campaigns for direct sign-ups and customize your offers based on specific travel spots to boost engagement.

5. Social Media Promotion

You can boost your email signups by promoting them on your social media channels. Also, engaging images and posts can attract attention, while exclusive previews or early deals can be offered to encourage subscriptions.

Step 2: Choose the Right Email Marketing Platform

Choose the Right Email Marketing Platform

Now that you’re ready to build your list of subscribers finding the right email marketing platform to manage your campaigns is essential.

This platform will act as your control center, helping you create engaging emails, send automated messages, and monitor your progress. However, picking the best one can seem overwhelming with so many choices.

Here’s what to consider:

1. Consider Your Needs

Take a moment to think about your travel agency’s needs. Are you a brand new business just getting started or a seasoned tour operator with a big list of subscribers? 

The features and costs of different email marketing platforms will depend on your company’s size and what you want to achieve with your emails.

2. Focus on Functionality

When choosing an email marketing platform, look for one that offers the needed functionalities. Focus on easy-to-use tools that allow you to create attractive emails effortlessly. 

Remember, not all travelers are the same! Thus, ensure the tools let you divide your audience into groups for more personalized emails. 

Finally, pick one with robust analytics to monitor opens and clicks, helping you improve your campaigns.

3. Ease of Use

If you’re new to email marketing, choose a platform that’s easy to use, ensuring it matches your tech skills. Look for user-friendly features like drag-and-drop to simplify email creation. 

With clear guidance and an intuitive interface, managing your email campaign will be straightforward and enjoyable. 

4. Integrations

Choose a platform that integrates well with your existing travel booking system, CRM (Customer Relationship Management), or analytics tools.

This will save time and make your work more efficient. Also, ensure the platform works well with the tools you’re already using.

5. Customer Support

It’s crucial to pick an email platform that’s got your back with reliable customer support. Whether you prefer email, chat, or phone, the right service can make all the difference. 

Mailchimp and Brevo are top picks among travel businesses for user-friendly features. For more tailored options, peek at our guide’s end for a list that suits your agency’s unique needs.

Step 3: Create Your Email Content

Create Your Email Content

Before you start your creativity, first define your main goal. Is it to inform your audiences about new places, offer travel advice, or secure bookings? 

This step is key as your email content significantly impacts your campaign’s success. With clear goals and campaign types, craft personalized emails that genuinely speak to your audience.

Here’s how to create email content that will have your subscribers eager to explore the world with you:

Know Your Audience

Before creating engaging content, get to know your audience. Break down your list by age, interests, or past bookings. This helps you tailor your messages to fit your specific travel interests.

Subject Line

The subject line is the first impression, so make it count! 

Here are some tips:

  • Keep it Short and Sweet: Aim for 50 characters or less to avoid getting cut off in inboxes.
  • Spark Curiosity: Use strong verbs, questions, or exciting statements to encourage them to open.
  • Highlight Value: Clearly communicate the benefit of opening the email (e.g., exclusive offer, travel inspiration).
  • Personalize When Possible: Consider including the subscriber’s name or past browsing behavior for a more relevant. 

Visually Appealing Design

People are drawn to visuals. Here’s what to consider:

  • High-Quality Images: Include stunning photos and videos that display the beauty and allure of your destinations.
  • Clean and Organized Layout: Ensure your email is readable on any device, with information presented clearly and in order.
  • Leave whitespace: Include plenty of whitespace around elements to create a clean look and help guide the readerโ€™s eye through the email.
  • Ensure accessibility: Use alt text for images and ensure a high contrast ratio for text to keep your emails accessible to all.
  • Consistent Branding: Maintain a consistent visual identity that reflects your brand personality across all your communications.

Write Compelling Content

This is where you tell your story and engage your audience. Here are some content pillars:

  • Consider the purpose of your email: Determine what you want to achieve with each emailโ€”whether to inform, inspire, or invite action.
  • Highlight the benefits: Clearly explain what’s in it for your subscribers. Focus on how your travel services can enhance their experiences.
  • Maintain your brand’s voice: Make sure all your emails consistently reflect your brand’s unique style and principles.
  • Include engaging content: Keep your email content concise and aligned with what you’ve promised in the subject line and heading.
  • Storytelling power: Share stories of unforgettable travel experiences to build an emotional connection with your audiences. 
  • Personalized touch: When possible, personalize the content based on subscriber preferences or past interactions.

Clear Calls to Action (CTAs)

Always provide clear instructions in your emails, guiding your readers on their next steps. Here are some CTA tips:

  • Strong and Action-Oriented: Use verbs like “Book Now,” “Explore Tours,” or “Download Your Free Guide.”
  • Strategically Placed: Include CTAs throughout your email, especially near enticing offers or valuable content.
  • Clear and Concise: Make it easy for subscribers to understand what action you want them to take.

Use Professional Email Signatures

Professional email signatures serve as your digital business card. They should be concise yet informative, reflecting your professionalism and brand identity. 

Here are some tips to create an effective signature:

  • Keep It Simple: Include only essential details like your name, position, and contact information.
  • Be Professional: Use standard fonts and colors that reflect your company’s branding.
  • Showcase Your Brand: Include a small company logo for brand identity or a professional headshot for a personal touch.
  • Maintain Consistency: Use the same format across all your email accounts.
  • Update Regularly: Keep your signature updated with any changes in your contact information or job title.
  • Test Before Sending: Always preview your signature to see how it appears in different email clients.

Proofread and Test Your Emails

Proofreading and testing your emails are crucial steps to ensure clarity and professionalism. These practices help avoid misunderstandings and maintain your brand’s credibility. 

Here are some essential tips:

  • Check Grammar and Spelling: Use tools like Grammarly to catch common errors.
  • Read Aloud: Hearing your email can help identify awkward phrasing or mistakes.
  • Use Clear Formatting: Make sure your email is easy to read with proper formatting.
  • Test on Different Devices: Ensure your email displays correctly on various screens.
  • Get a Second Opinion: Have someone else review your email for a fresh perspective.
  • Check Links: Make sure all links are correct and functional.
  • Review for Tone: Ensure your email conveys the intended tone and message.

Step 4: Test and Analyze Your Email Campaign

Test and Analyze Your Email Campaign

Email marketing is an adventure, not a one-shot deal. The key to success is tracking your results and seeing what works best. This way, you can keep improving your emails and getting even better results!

Here’s why testing and analyzing your campaigns are crucial:

  • Not one size fits all: Travelers are unique, just like your emails!  What excites one subscriber might not grab another’s attention. Testing your emails helps you discover which content and designs resonate most with your travel crew!
  • Data-driven decisions: See what’s working (and what’s not)!  Don’t guess about your emails โ€“ track the data to see what clicks with your travelers. This information helps you fine-tune your emails for even better results!
  • Continuous improvement: Travel trends change, so should your emails!  Use the data you gather to improve your email marketing strategy. Like the travel industry, your approach should always adapt for the best results!

What to Test:

  • Subject Lines: Try different email titles to see which ones grab the most attention and get people to open your emails. 
  • Email Design: Experiment with layouts, visuals, and CTAs (Calls to Action) to see what drives clicks and conversions.
  • Sending Times and Days: Discover the optimal times and days of the week for your audience to receive and engage with your emails.

Key Metrics to Analyze:

Key Metrics to Analyze
  • Open Rate: This shows the percentage of subscribers who open your email. If this number is low, your email titles need fixing to be more eye-catching! 
  • Click-Through Rate (CTR): The percentage of subscribers who click on a link within your email. A low CTR might suggest the email content or offer needs improvement.
  • Conversion Rate: The percentage of subscribers who complete your desired action (e.g., booking a tour). This is the ultimate measure of success for your email marketing efforts.
  • Unsubscribe Rate: This shows how many people unsubscribe from your emails. A high unsubscribe rate might indicate irrelevant content or excessive email frequency.

Note: Most email marketing platforms offer built-in analytics tools to track these key metrics. Additionally, consider using A/B testing tools to compare different versions of your emails and see which ones perform better.

Essential Tips for Email Marketing

Now that you’ve mastered the initial steps, let’s enhance your strategy further. 

Here are five additional tips to make your email marketing for your travel business even more effective.

1. Personalize Your Messages

Every traveler is unique, and your emails should reflect that. Use the information you have about your subscribers to tailor your messages. 

Address them by name, recommend destinations based on their past travels, and send offers that align with their preferences. 

Personalization makes your subscribers feel special and increases their chances of engaging with your content.

2. Optimize for Mobile

With most travelers using their smartphones to read emails and plan trips, ensuring your emails look great on mobile devices is crucial. 

Use a responsive design, keep your content concise, and make sure your images load quickly. 

A mobile-friendly email improves readability and enhances the user experience, leading to higher engagement rates.

3. Segment Your Email List

Consider dividing your email list into groups based on your subscribers’ interests or previous trips. For example, you could send adventure enthusiasts special offers on thrilling excursions.

You might also want to use your email platform to gently reach out to those who haven’t booked in a while and show appreciation to your regular travelers with unique offers.

By tailoring your emails, you can make each message feel more personal and potentially increase your bookings.

4. A/B Testing and Analytics for Email Optimization

A/B testing, also known as split testing, is a common technique used in email marketing to see which version of an email performs better. It works by creating two (or more) variations of an email and sending them to different segments of your email list.  

By comparing the results, you can see which version resonates more with your travelers and ultimately improve the effectiveness of your email campaigns.

Here’s a breakdown of the process:

  1. Create Variations: You start with your original email and then create one or more variations. These variations can involve changes to different elements like the subject line, call to action (CTA) phrasing, email body design, or even send time.
  2. Segment Your List: Your email list is then divided into smaller groups. Each group will receive a different variation of the email.
  3. Track and Analyze Results: Once the emails are sent, you track important metrics like open rates, click-through rates, and conversion rates. By analyzing these metrics, you can determine which version of the email performed better.

5. Automate Your Email Marketing with Autoresponders

Email autoresponders can be a game-changer for your marketing efforts by automating email sequences triggered by specific actions or events.

Automating repetitive tasks like sending welcome emails or follow-up messages frees up your time to focus on other strategic marketing initiatives. You can create email sequences in advance and schedule them to be sent automatically, ensuring timely communication with your audience.

There are various email marketing platforms that offer autoresponder features. Some popular options include Constant Contact, Mailchimp, Drip, and AWeber. However, before committing to any of them, consider factors like ease of use, automation capabilities, template library, and deliverability rates when making your choice.

Popular Email Marketing Platforms for Travel Businesses

1. Mailchimp


Mailchimp is a popular and easy-to-use email marketing platform with various valuable features. These include flexible templates, email automation options, and seamless integration with commonly used travel tools.


  • Features a user-friendly interface and a simple drag-and-drop editor for ease of use.
  • Offers strong automation options, such as autoresponders and scheduled drip campaigns.

2. HubSpot


HubSpot primarily offers email marketing within its comprehensive range of marketing solutions. It’s known for its advanced automation, leads nurturing abilities, and smooth CRM (Customer Relationship Management) integration.


  • Offers advanced automation and customization options.
  • Provides strong analytics and detailed reporting features.

3. ActiveCampaign


ActiveCampaign is a powerful email marketing and automation platform ideal for bigger travel businesses. It offers detailed audience categorization, connects well with customer management systems, and has automated solid processes.


  • Delivers advanced features for creating personalized customer journeys.
  • Works well with widely used travel tools for efficient operations.

4. EmailOctopus


EmailOctopus is an affordable and straightforward email marketing platform. It’s appreciated for its user-friendly nature and cost-effectiveness.

The platform includes automation, customizable templates, and the ability to categorize your audience.


  • More budget-friendly than many other options.
  • Has a simple and easy-to-navigate interface.

5. MailerLite


MailerLite is an easy-to-use email marketing platform perfect for beginners. It caters to travel businesses and offers tools like drag-and-drop editors, automation workflows, and landing page options.


  • It offers a straightforward platform ideal for beginners to easily manage and set up email campaigns.
  • Offers cost-effective pricing plans that include a wide range of features.

Wrapping Up 

In this guide, I’ve covered the steps to create a successful email marketing strategy for your travel business.

The first impression matters. Make your initial email concise, relevant, and attention-grabbing. Engage subscribers with actions aligned with your brand and clear calls to action.

Furthermore, personalization is crucial. Address subscribers personally by using their names and ensure your emails are mobile-friendly. Use valuable content, like travel tips and stories, to keep them interested. 

Also, continuously refine your approach based on metrics and audience insights. Your strategy, content, and approach are key elements in the constantly changing world of email marketing.

Leave a Reply

Your email address will not be published. Required fields are marked *