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Published by Sara Napier Burkhard | Jan 4, 2017 | | 4 MIN READ

7 email templates for every tour operator to use

Communication is the key to every successful client relationship. Beyond face-to-face interactions, it is important to build productive and lasting correspondence. This can be achieved by reaching out in a number of ways, but perhaps the most important communication tool is email.

Today we'll look at a few examples from well-known companies and discuss how to make your email marketing efforts the best yet!

1. Welcome email

As a tour or activity provider, you're probably used to offering a welcome speech to your customers. This is a time when you let them know what to expect, thank them for their business, and introduce your company.

The welcome email is a similar concept, but instead of doing so in person, it's something you send when a customer subscribes to your website, newsletter, or rewards program.

You can decide on the length and which details you'd like to share, but generally, short and to-the-point welcome emails are a good idea. For example, in Indiegogo's newsletter email, they get straight to the point.     

 Welcome email
This works well because customers rarely expect more than a short introduction at the beginning. If you make it more complicated, you might run some readers off because it gives the impression you'll crowd their inbox with novel-length emails all the time.  

Quick tips:

  • Keep it short and concise
  • Define your company tone with the text


2. Curated content

Curated emails are one of the biggest reasons subscribers sign up in the first place. These are emails you send to subscribers that are clearly interested in the tour or activity you're marketing. It can be straightforward and visually similar to a page on your website.

This is a great example by vacation rental site VRBO.  

Vacation rentals

A vacation rental business doesn't have a huge variety of services. Similar to a tour company, it has a singular offer that is made to fit the customer's interests. A curated email for a tour or activity company might look similar, with a few modules in it for the reader to click through depending on their interests and travel group size.   


3. Unsubscribe

It should come as no surprise that sometimes subscribers will walk away. It's okay, not everyone who takes a tour or does an activity wants to stay connected through these updates.

Drafting up content for unsubscribers is simple. This one from Best Made Company keeps a friendly and professional tone while adding a bit of humor.

Unsubscribe email

Quick tips:

  • Keep it friendly, light, and uncomplicated
  • Don't make readers feel guilty or invoke any other negative feelings
  • Offer readers a chance to undo their departure


4. Newsletter & announcements

When done well, a newsletter can bring in a lot of subscribers. It should get as much attention from you as a blog post on your website would. This means it should be full of useful information, relevant images, and actionable content.  

TrekkSoft newsletter

Quick tips:

  • Build exclusive content for your subscribers
  • Work on promotions or discounts occasionally for added excitement and interaction
  • Make announcements but don't just use all the same content as your website -- since a newsletter is for subscribers and active customers, they're probably already aware of the services offered on your site

Read more: Find out how to use Zapier to automatically populate your mailing list


5. Promotions & discounts

Discounts are a great way to bring in new customers and email subscribers. Promotional content is easy to create and doesn't have to say too much. There are two major goals of promotional emails: to draw in customers that might not have committed to a purchase otherwise, and to build customer loyalty with rewards. 

Promotional email

Quick tips:

  • Make the offer clear
  • Don't overdo the text 
  • Highlight the urgency of the limited time offer


6. Booking confirmation

As a tour or activity provider, this will hopefully be the email you get to send most often; the one for booking confirmation. 

First, the confirmation email should always thank the customer for their business. A simple "thank you" will do just fine. You can build a webpage for that or simply include it in the email. From there, the highlight of the email should be the details of the trip.

Always include the date, time, and number of guests in the activity. You should also include the starting and ending locations, especially if the tour begins in a different location than its finish. 

Thankfully, you don't have to enter and log all this information yourself. With a website builder that includes booking management software, you can save time with smart content that automatically places this information in the customer's confirmation email.

Lastly, it's always nice to make sure your customers feel safe and prepared. While the tour or activity information should be the focus, it's helpful to include additional information they need to know. Include lists of items customers will want to bring along, information about guided tours such as required wardrobe, and even information about equipment rentals. Close the email with information about cancellation or weather policies. 

In summary, you can't have too much information in this email. It will be a reference point for attendees as they approach the date of their booking. 


7. 'Thank you' email

Last, but not least, a proper thank you email can go a long way. You'll want to thank your customers in their booking confirmation email, but for an added layer of authenticity, send your thanks in a post-trip email.

In the email, you can write up a summary of the tour they took, including images or videos taken during their experience. This is also a great time to include a post-trip survey. Customers who had a great time on the tour will be eager to share about it, especially if they still feel connected to the experience through a friendly email from their guide. 

Emails are a crucial part of your communications. They start online and carry into offline experiences for your customers. Crafting smart, friendly emails will help you look more professional and can lead to more bookings by establishing an attractive online presence. 

Improve communication with potential customers with this ebook:

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Sara Napier Burkhard
Published by Sara Napier Burkhard
Sara is a writer from the American West Coast. In recent years, she's written for companies like Hipmunk, iTourMobile and Mylikes. She now resides in Zurich, Switzerland where she finds new adventures and attempts to speak German with minimal success.
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