Email Marketing Automation for Travel Agencies, Hotels, Resorts and Tour Operators A Free Guide

So after generating leads from your landing pages, what’s next?

Depending on the type of landing page or marketing campaign you’ve run, your leads may become sales right away, or you may need to nurture them over time to convert them.

Whatever your marketing objective is, you now need to create a rappore. A first-time sale can easily become a repeat customer if you keep them warm over time.

A sale from a repeat customer costs 3 to 7 times less than a new one!

One of the most cost-effective wayw to keep your customers connected with your business – and keep coming back – is with email automation campaigns.

1. What are Email Automation Campaigns?

Contrary to what you may be thinking, email automation can be an incredibly personal marketing activity – if done correctly.

Basically, email automation campaigns are a series of timed emails that are sent to ;eads after they’ve performed a specific action. In this case, the action is converting on your landing page.

2. How do you use them as a part of your online marketing to drive sales?

Once a lead has converted up on your landing page, send out a series of 4 – 6 emails. Set up your email automation campaign to send the first email immediately after they’ve signed up. Then schedule your next emails to send out to your leads over the next couple of weeks.

Segment your email automation campaigns to send out personalized, relevant emails. Make sure the emails you’re sending are providing content relevant to the landing page that the lead converted on.

Read more about why your small business needs email automation campaigns.

Let’s take a look at how you can boost your open and click rates

3. What makes a high-converting email automation campaign?

Regardless if you are using an email automation campaign, or you’re just sending out regular email newsletters, there are several methods to improve your open and click-through rates.

Your subject line and your email copy are what get your emails to convert.

Subject line

Your subject line needs to be effective. It’s one of the first things recipients see in your mail. If it doesn’t catch their eye and compel them to open it – your email is going in the junk pile.

Here’s some tips to get your emails opened:

Make it personal: Use “you” in your subject line, and use meta-tags to insert your customer’s name directly in the line.

Example: [name], your day of pampered relaxation awaits

Be specific and to the point: People get hundreds of emails everyday. Keep your subject lines to the point, and be clear about who you are and what you’re offering.

Example: Redeem your Adventure Tour coupon, get an additional 10% off

Solve a problem: Show how you’re solving a customer problem in your subject line. The more you can relate the needs and desires of your customer, the more likely they’ll take your message further.

Example: Great Father’s Day gift – a gift card from Outdoor ATV Tours

Ask a question: Hey, we’re people and we have inquisitive minds. We like to solve problems too. Get your email opened by asking your leads a personalized question related to your landing page campaign. It will pique your customer’s interest and get your email opened.

Example: Want to go on an adventure this summer?

Email Copy

Once you’ve got the open, you need to get the click through and conversion. You also need to keep building your relationships to nurture your new leads.

Here’s tips to write email copy that converts:

Stay on topic: Write email copy that’s related to your landing page campaigns. This means segmenting your emails to send out different email automation campaigns for each of your marketing pages.

Be personal and personalized: Use your future customer’s name in the email body. Include additional personal information you know about them, such as when they last visited or what campaign they took part in. (For example, if you gave a coupon, mention the coupon and how they can use it with you.)

Have a clear Call-to-Action (CTA): As discussed in previous sections, your CTA needs to stand in your email. Use contrasting colors, short action oriented words, and create a sense of urgency to click.

Don’t be salesy, but ultimately get the sale: It’s that old adage “lose the sale to gain the sale”. It applies to social media, content marketing, in-store selling and more. It applies to email marketing too. The way to gain sales is by developing relationships. Yes, you can upsell and email about your other services and product offerings, but always think of email marketing as a method to deepen your customer relationships. Be real, be friendly and be useful in solving your customer needs.

Bonus Tip: Personalize your “from” line. Use your own name and email (not in your email “from” line.

4. Example of an Email Automation Campaign

Note: When you’re making your email automation campaigns, set up different email chains for each of your landing pages. That way you can personalize each set of emails, and increase conversions for each particular campaign.

We’ll take a look at an example of an optimized email automation campaign, from a coupon landing page lead:

Email #1

Sent: Immediately after lead signs up
Subject line: Thanks {{}}, here’s your $50 Coupon

Hi {{}},

We’re so pleased to give you a FREE $50 coupon code. Your code is ready for you at (link to coupon code)

You can redeem your gift on any of our outdoor adventure tours. Check out our full list of tours here (link to online store).

Over the next few days, we’ll be sending you a few of our favorite outdoor adventure guides!

Outdoor Adventure Tours

Email #2

Sent: 1 day after lead signs up
Subject line: Top 5 Whistler ATV trails

Hi {{}},

Want to explore this summer?

Check out our list of the top 5 ATV trails in Whistler (link to site)

What you’ll find in this list:

  • Photo slideshows of each trail’s highlights
  • The best times of year to ride them
  • Difficulty levels
  • Stories from recent trail riders

And if you want to rent an ATV, you can use your $50 coupon towards it!

Outdoor Adventure Tours

Email #3

Sent: 3 days after lead signs up
Subject line: Healthy trail mix recipe for your next trek

Hi {{}},

Finding yourself losing energy on your hikes?

We’ve developed an awesome trail mix eaten by all of our guides on their hikes.

Here’s the recipe. Use equal parts:

  • Goji berries
  • Pistachios
  • Dried blueberries
  • Flax seeds
  • Pecans
  • Dried bananas

Have a favorite recipe of your own? Share it on our Facebook Page (Link to Facebook Page)

Outdoor Adventure Tours

Email #4

Sent: 7 days after lead signs up
Subject line: Guide to the perfect campsite

Hi {{}},

Overnight treks add in the need for campaign supplies.

But what should you bring? And more importantly, what should you leave behind?

Get our free guide to creating the perfect campsite (Link to Guide)

This guide includes tips on what to bring for different comfort levels, how to choose your campsite and tips for creating the perfect setup.

Check out a full list of our multi-day treks (all of which you can use your $50 coupon on!)(Link to list webpage)

Outdoor Adventure Tours

Email #5

Sent: 14 days after lead signs up

Subject line: Have injuries on the trail? Here’s how to fix yourself up…

Hi {{}},

On trail injuries happen to the best of us. But don’t let them get you down!

We’ve compiled a list of the most common trail injuries with simple steps (and required supplies) on how to cope and fix yourself.

Get our free guide (Link to guide)

We’d love to keep in touch. Sign up for our weekly newsletter for more free outdoor guides (link to newsletter sign up landing page)

Outdoor Adventure Tours

5. How do you set up an email automation campaign?

When you use a tool like Wishpond’s Email Automation Tool, it’s very simple to set up a triggered email campaign. Here are the five steps you need to take.

1. Start by going into your Wishpond Dashboard, and clicking “Create an Email Automation Campaign”

2. Name your campaign, and choose who you would like to send your emails to.

Name your campaign so it’s easy to identify – especially if you’ll have more than one person using the Wishpond Dashboard.

When choosing the list to send your emails to, you have three options:

  • A landing page, contest or coupon you created through Wishpond
  • A list of new subscribers
  • Another list of your choosing (you can import your contacts into your Wishpond database)

If you have used a Wishpond landing page template, it’s best to choose the top option. Our CRM gives you rich segmentation options, and if you want, you can always export your list, too.

3. Next, you start to make your emails.

Set up your first email to go out immediately (or 1 minute) after the person has signed up on your page.

Add your subject line. We make it easy to personalize your line with merge tags, like your user’s first name.

Set up your email’s “from” line, and the email you want to send your campaigns from.

Create your email copy. You can select from a variety of templates, add images, links and merge tags (to personalize your emails).

Be sure to send a Test Email, so you can preview your message in your email format.

Advanced tip: If you really want to test it, send it to a variety of email providers (such as your business account, Gmail, Hotmail and others).

4. Go back to the top, and click on “Add Email”.

Repeat step 3, to create your second email.

Note: Use the email delay to schedule when you’ll send out the next message.

Repeat as many times as you need for your email automation campaign.

And that’s it!

Easier that you thought, wasn’t it?

Email Automation Campaigns are what keep leads and customers warm over time. By providing them with valuable content, coupons and even contests, they will (more often than not) make their first purchase from you and continue to buy from you every time a need arises.

For tour companies, this is especially important, as an average person does not go on a tour every day, or every week. So it’s easy for them to forget about the experience they had with you and switch to your competitor if they feel they can provide more value to them when the next time arises that they want to go on an adventure.

Written by Krista Bunskoek