Construct Stronger Buyer Relationships By Electronic mail

The worldwide journey expertise market might quickly be price a cool $1 trillion – music to the ears of suppliers who slogged by the lengthy, arduous months of the pandemic.

However for those who’re going to seize your slice of the pie, it is advisable get your tourism advertising proper. And e-mail has a key position to play, with unique Drip information revealing that e-mail advertising represents a large alternative for journey expertise manufacturers.

Why Journey Expertise Manufacturers Want Electronic mail 

Historically, loads of companies within the journey expertise sector – tour suppliers, sights, and actions – have been reluctant to spend money on e-mail. Some suppose it’s spammy; some dismiss it after sending a few newsletters.

To be clear, e-mail advertising isn’t spammy. It’s not about:

❌ Sending chilly emails to disinterested customers who’ve by no means heard of your model. 

❌ Counting on one-off newsletters to generate a ton of income.

Efficient e-mail advertising entails sending custom-made, automated workflows to individuals who’ve actively given you their title and e-mail deal with. When you’ve captured a buyer’s e-mail deal with, you possibly can attain out to them repeatedly with focused provides and promotions to encourage their subsequent buy – and all of it occurs on autopilot.

That means, you get to interrupt down the barrier constructed by on-line journey companies and seize management of your buyer relationships.

And it achieves actual outcomes, delivering a mean return of $36 for each $1 spent.

Electronic mail Developments in Tourism and Attraction Advertising and marketing 

Loads of journey expertise corporations are already leveraging the ability of e-mail – we should always know, as a result of 100+ of them do it with Drip. With that in thoughts, we dived into our platform information to establish three key tendencies in journey expertise e-mail advertising:

🔁 Journey expertise manufacturers see the best repeat buy fee of any business.

💰 Emailing within the “achievement interval” drives income by upselling and cross-selling.

✍️ Waivers are an important software in rising your e-mail advertising checklist.

Let’s discover these tendencies in additional depth…

Journey Expertise Firms See Excessive Repeat Buy Charges

Assume excursions and experiences are a one-and-done buy? Assume once more.

Drip prospects within the journey expertise business use e-mail to generate extra gross sales from their prospects. A lot in order that journey expertise has the best repeat fee (RPR) of any business, by far, as our platform information demonstrates:

* Based mostly on all e-mail workflows run by Drip prospects within the journey expertise business in 2024.

Now let’s learn how they’re capturing all these repeat gross sales…

Emailing Throughout the Success Interval Drives Income

For those who solely take away one factor from this text, let or not it’s this:

Emailing prospects throughout the achievement interval – after they’ve made a reserving, however earlier than the occasion – is the #1 alternative for journey expertise manufacturers to seize repeat income by upsells and cross-sells.

You may use these emails to advertise…

👉 Merchandise

👉 Wine pairings

👉 Champagne toasts

👉 Photograph packages

👉 Queue jumps

…or one thing else fully. All of it depends upon your area of interest and enterprise kind.

However one factor’s sure – that is the candy spot for journey expertise corporations.

Waivers Are a Very important Listing-Constructing Device

Waivers are a reality of life for high-liability journey expertise operators.

However Drip prospects are demonstrating that waivers generally is a helpful software for any journey expertise enterprise. Why? As a result of they’re a straightforward approach to seize extra e-mail addresses.

It really works like this: you ask everybody attending the expertise to signal a waiver. On the waiver type, you add an “opt-in to advertising” checkbox. As soon as they submit the shape with the field checked, you possibly can add them to your e-mail checklist.

And one of the best half? It is all performed on cellular, making the method fast and simple.

Now let’s learn how they’re capturing all these repeat gross sales…

Electronic mail Advertising and marketing Benchmarks for Journey Expertise Manufacturers 

Whether or not you’re already doing e-mail advertising or planning to launch your first marketing campaign, it’s useful to understand how related manufacturers are performing. So our information workforce compiled the next benchmarks for e-mail workflows and single e-mail campaigns based mostly on our journey expertise prospects:

For comparability, ecommerce manufacturers promoting bodily items see the next numbers:

👉 Workflow click-through fee: 8.5% (⬇️ 39% decrease than journey expertise manufacturers).

👉 Workflow RPR: 8% (⬇️ 50% decrease than journey expertise manufacturers). 

👉 Single e-mail marketing campaign RPR: 8% (⬇️ 56% decrease than journey expertise manufacturers).

So journey expertise manufacturers are clearly getting one thing proper. Let’s discover the particular workflows they’re utilizing to drive outcomes…

4 Journey Expertise Electronic mail Advertising and marketing Workflows You Can Steal

There are many varieties of advertising emails you can be sending – so the place must you begin? Nicely, listed below are 4 instance workflows you need to use to interact and convert your viewers:

👋 New subscriber welcome collection

️💨 Deserted browse collection

💳 Put up-purchase/pre-tour upsell

🎂 Birthday/anniversary collection

You’ll find much more examples, together with the totally different sequence steps and timings you ought to be utilizing, in our Electronic mail Advertising and marketing Playbook for Journey Expertise Firms.

New Subscriber Welcome Sequence

Welcome emails are your alternative to kickstart your relationship with a possible buyer by sharing details about who you might be and what you do. Whereas they’re not the place for tremendous aggressive gross sales messaging, you possibly can nonetheless point out your product – simply don’t be too pushy about it.

Tour operator OvRride will get it proper with their two-step welcome collection.

They maintain issues easy with their first e-mail by thanking the client for subscribing (or “becoming a member of NYC’s largest snow group”), briefly explaining their product, and including a name to motion (CTA) that compels readers to click on by to the OvRride tour calendar:

Then, in e-mail #2, they comply with up by sharing the totally different mountains lined by their numerous journeys:

In fact, clicking any of these mountains will take you to a web page the place you possibly can be taught extra concerning the journey, verify availability, and e-book your ticket.

Deserted Browse Sequence

Do you know that 70.19% of all on-line procuring carts find yourself being deserted? And simply think about what number of extra web site visits finish earlier than that time…

That’s the place the deserted browse collection is available in. When a signed-in buyer quits your retailer with out buying or adding-to-cart, you possibly can hit them with an automatic deserted browse e-mail to remind them what they’re lacking.

Take a look at this instance from Campbell River Whale Watching:

The chatty tone of voice ensures would-be prospects don’t really feel like they’re being stalked, whereas the copy highlights the vary of excursions out there. And we love how the actionable CTA combines with the pre-CTA message “journey awaits.”

Plus, if readers have any questions earlier than they’re able to e-book, Campbell River Whale Watching shares its buyer assist telephone quantity and e-mail deal with.

Put up-Buy/Pre-Tour Upsell

Keep in mind – the post-purchase, pre-experience “achievement interval” is your greatest alternative to drive extra income by upselling and cross-selling. You’re emailing people who find themselves already within the shopping for temper. And so they clearly belief you as a result of they’ve already purchased from you.

On this instance, Dive Provo reaches out to prospects who’ve…

✅ Booked a diving journey.

✅ Answered a query throughout the reserving course of that signifies they haven’t been diving for some time.

All of which makes this the right alternative to upsell a refresher diving course:

This tactic works nicely as a result of it’s not simply about pushing an upsell – it’s about serving to the client to get extra from their present reserving.

Birthday/Anniversary Sequence

Milestone occasions provide you with an excuse to achieve out to present prospects with an anniversary e-mail.

For instance, Dive Kauai emails prospects on the primary anniversary of their final reserving with the corporate:

Not solely does this reveal that Dive Kauai cares about prospects, but it surely additionally retains the model on the entrance of thoughts if the recipient is able to e-book their subsequent journey.

Subsequent steps

The very best e-mail entrepreneurs are all the time studying from their friends. We’ve made it straightforward for you by collating:

📤 Much more examples of automated workflows you possibly can steal.

💡 Concepts for high-converting single e-mail campaigns.

⏱️ Tried-and-true marketing campaign timings to spice up engagement and income.

Discover all that (and extra) in our Electronic mail Advertising and marketing Playbook for Journey Expertise Firms.