The worldwide journey expertise market may quickly be worth a cool $1 trillion – music to the ears of suppliers who slogged by means of the lengthy, laborious months of the pandemic.
However if you happen to’re going to seize your slice of the pie, it is advisable get your tourism advertising and marketing proper. And e-mail has a key position to play, with unique Drip information revealing that e-mail advertising and marketing represents an enormous 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 assume it’s spammy; some dismiss it after sending a few newsletters.
To be clear, e-mail advertising and marketing isn’t spammy. It’s not about:
❌ Sending chilly emails to disinterested shoppers who’ve by no means heard of your model.
❌ Counting on one-off newsletters to generate a ton of income.
Efficient e-mail advertising and marketing includes sending custom-made, automated workflows to individuals who’ve actively given you their identify and e-mail deal with. When you’ve captured a buyer’s e-mail deal with, you may attain out to them repeatedly with focused affords and promotions to encourage their subsequent buy – and all of it occurs on autopilot.
That manner, 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 every $1 spent.
Electronic mail Developments in Tourism and Attraction Advertising and marketing
Loads of journey expertise corporations are already leveraging the facility 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 determine three key developments in journey expertise e-mail advertising and marketing:
🔁 Journey expertise manufacturers see the very best repeat purchase charge of any business.
💰 Emailing within the “success interval” drives income by means of upselling and cross-selling.
✍️ Waivers are a vital instrument in growing your email marketing list.
Let’s discover these developments in additional depth…
Journey Expertise Corporations 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 very best repeat charge (RPR) of any business, by far, as our platform information demonstrates:
|
Business |
Electronic mail Workflow Repeat Buy Price |
|
Journey expertise |
16% |
|
Electronics |
11% |
|
Promoting & advertising and marketing |
11% |
|
House & backyard |
11% |
|
Enterprise & industrial |
10% |
|
Meals & beverage |
9% |
|
Style & attire |
6% |
|
Magnificence & private care |
6% |
|
Media & publishing |
5% |
* 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 Achievement Interval Drives Income
Should you solely take away one factor from this text, let it’s this:
Emailing prospects throughout the success 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 means of upsells and cross-sells.
You would possibly use these emails to advertise…
👉 Merchandise
👉 Wine pairings
👉 Champagne toasts
👉 Picture packages
👉 Queue jumps
…or one thing else totally. All of it is determined by your area of interest and enterprise kind.
However one factor’s sure – that is the candy spot for journey expertise corporations.
Waivers Are a Important Listing-Constructing Instrument
Waivers are a truth of life for high-liability journey expertise operators.
However Drip prospects are demonstrating that waivers generally is a worthwhile instrument for any journey expertise enterprise. Why? As a result of they’re a straightforward technique 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 and marketing” checkbox. As soon as they submit the shape with the field checked, you may add them to your e-mail checklist.
And one of the best half? It is all achieved on cellular, making the method fast and straightforward.
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 and marketing or planning to launch your first marketing campaign, it’s useful to know the way related manufacturers are performing. So our information crew compiled the next benchmarks for e-mail workflows and single e-mail campaigns primarily based on our journey expertise prospects:
| Metric | Workflows | Single Electronic mail Campaigns |
| Open charge | 31% | 45% |
| Click on-through charge | 14% | 3.3% |
| Conversion charge | 4.2% | 2.2% |
| Repeat buy charge | 16% | 18% |
For comparability, ecommerce manufacturers promoting bodily items see the next numbers:
👉 Workflow click-through charge: 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 types of marketing emails you possibly can be sending – so the place must you begin? Properly, listed below are 4 instance workflows you need to use to have interaction and convert your viewers:
👋 New subscriber welcome sequence
️💨 Deserted browse sequence
💳 Put up-purchase/pre-tour upsell
🎂 Birthday/anniversary sequence
You’ll find much more examples, together with the totally different sequence steps and timings you have to be utilizing, in our Email Marketing Playbook for Travel Experience Companies.
New Subscriber Welcome Collection
Welcome emails are your alternative to kickstart your relationship with a possible buyer by sharing details about who you’re and what you do. Whereas they’re not the place for tremendous aggressive gross sales messaging, you may 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 sequence.
They maintain issues easy with their first e-mail by thanking the shopper 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 means of to the OvRride tour calendar:
Then, in e-mail #2, they comply with up by sharing the totally different mountains coated by their numerous journeys:
After all, clicking any of these mountains will take you to a web page the place you may be taught extra in regards to the journey, test availability, and ebook your ticket.
Deserted Browse Collection
Do you know that 70.19% of all online shopping 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 sequence is available in. When a signed-in buyer quits your retailer with out buying or adding-to-cart, you may hit them with an automatic abandoned browse email to remind them what they’re lacking.
Try 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 ebook, Campbell River Whale Watching shares its buyer help cellphone quantity and e-mail deal with.
Put up-Buy/Pre-Tour Upsell
Bear in mind – the post-purchase, pre-experience “success interval” is your largest alternative to drive extra income by means of upselling and cross-selling. You’re emailing people who find themselves already within the shopping for temper. They usually 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 shopper to get extra from their current reserving.
Birthday/Anniversary Collection
Milestone occasions offer you an excuse to achieve out to current prospects with an anniversary email.
For instance, Dive Kauai emails prospects on the primary anniversary of their final reserving with the corporate:
Not solely does this display that Dive Kauai cares about prospects, nevertheless it additionally retains the model on the entrance of thoughts if the recipient is able to ebook their subsequent journey.
Subsequent steps
The perfect e-mail entrepreneurs are at all times studying from their friends. We’ve made it simple for you by collating:
📤 Much more examples of automated workflows you may 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 Corporations.
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