While social media might be the new king of tourism marketing, tourism email marketing is still an essential tool you need in your marketing belt.
In the dynamic world of tourism marketing, staying connected with potential guests and travellers is crucial for success.
From generating mailing lists to something seemingly as simple as picking an email marketing service, much more goes into email marketing than you might think.
Let’s explore 10 tips from a tourism marketer to help you get started with email marketing.
TLDR; everything to know now
1. Choose an email marketing service
There are many email marketing service providers on the market, including Mailchimp, ActiveCampaign, ConvertKit, Drip, and Klaviyo.
You will be looking for a service that is easy to manage contact lists, has drag and drop capabilities, offers email automation, segments users into groups, tracks the performance of campaigns and allows for A/B testing.
Many providers have a subscriber count and send limits, so research to find the best for your business. There are even a few entry-level plans that can be free of charge.
2. Understanding Your Audience
Before diving into email marketing, it’s essential to understand your target audience. Define your ideal traveller – their interests, preferences, and behaviours. Tailoring your email campaigns to resonate with your audience will significantly improve their effectiveness.
3. Building a Quality Tourism Email Marketing List
A successful email marketing campaign begins with a high-quality email list. Instead of purchasing lists, focus on organically growing your subscribers. Use sign-up forms on your website, social media, and physical locations. Offering incentives like exclusive travel tips, discounts, or downloadable guides can encourage visitors to join your mailing list.
4. Segmentation for Personalisation
Segmenting your email list allows you to send targeted messages to specific groups—segment by demographics, location, travel preferences, or engagement history. This personalisation increases the relevance of your emails, leading to higher open rates and engagement.
5. Crafting Compelling Content
Content is king in email marketing. Create engaging, visually appealing content that showcases your destination’s unique features and experiences. Include stunning visuals, user-generated content, and compelling stories that inspire wanderlust. Consider incorporating video content for a more immersive experience.
6. Optimising for Mobile Devices
Tourists are often on the move; many check their emails on mobile devices. Ensure that your email campaigns are mobile-friendly by using a responsive design. This ensures a seamless user experience, regardless of the device, and maximises the chances of your emails being opened and read.
7. Effective Subject Lines and Preheaders
The subject line is the first thing your audience sees, so make it count. Craft compelling subject lines that evoke curiosity or highlight a unique offer. Don’t forget about preheaders – the brief text after the subject line. Use it wisely to provide additional information or reinforce the message.
Tip: it’s a great idea to A/B test your subject lines. Try a few options and analyse what style connects with your audience.
8. Timing is Everything
The timing of your emails can significantly impact their success. Consider your audience’s time zone, travel habits, and preferences. Test different sending times to determine when your subscribers are most responsive.
9. Monitoring and Analysing Performance
Regularly monitor and analyse the performance of your email campaigns. Key metrics to track include open rates, click-through rates, conversion rates, and subscriber growth. Use this data to refine your strategies, understand what works best for your audience, and make informed decisions for future campaigns.
10. Automate and Personalise the Customer Journey
Implement automation to streamline your email marketing efforts. Set up welcome emails, personalised recommendations, and post-trip follow-ups. Automation saves time and ensures that your messages are timely and relevant to each subscriber’s journey.
Final thoughts
Email marketing is a potent tool for tourism marketers seeking to engage and convert potential travellers. By understanding your audience, building a quality email list, crafting compelling content, and leveraging data-driven insights, you can create effective campaigns that resonate with your audience and drive tourism growth. Embrace the power of email marketing and unlock new opportunities to showcase the beauty and excitement of your destination.
