The Power of Email Marketing: How to Turn Subscribers Into Loyal Customers
In the competitive world of tourism, getting customers to book once is great, but turning them into repeat travellers and enthusiastic brand advocates is the real win. Email marketing is one of the most effective ways to nurture relationships, keep your business top of mind, and encourage future bookings. For small tourism businesses in Canada, a well-executed email strategy can make all the difference.
Here’s how to turn your email subscribers into loyal customers who keep coming back for more adventures.
1. Build a Quality Email List (The Right Way!)
Your email marketing success starts with a strong list. But quality beats quantity—it’s better to have engaged subscribers than a massive list of people who never open your emails.
How to Grow Your List Effectively
Leverage Your Website – Use sign-up forms with an enticing offer, like a free travel guide or exclusive discounts.
Encourage Bookings with Email Sign-Ups – Ask customers for their email when they book a tour, with a checkbox for marketing consent.
Use Social Media – Promote your newsletter on Instagram, Facebook, and TikTok with a call-to-action like “Join our email list for exclusive travel deals!”
Collect Emails In-Person – If you have a storefront or meet travellers in person, have a QR code or tablet ready for easy sign-ups.
2. Craft Engaging Welcome Emails
The first email a subscriber receives from you sets the tone for your relationship. A well-crafted welcome email has an open rate of 50-60%, making it one of the most important messages you’ll send.
What to Include in Your Welcome Email
A warm introduction to your brand and what makes you unique.
A special offer or incentive (e.g., “Save 10% on your first tour!”).
A quick highlight of your most popular tours or customer reviews.
A call-to-action (CTA) encouraging them to follow you on social media or visit your blog.
3. Keep Subscribers Engaged with Valuable Content
If every email you send is a sales pitch, subscribers will stop opening them. Instead, mix promotional content with engaging, value-driven emails.
Ideas for Engaging Emails
Local Travel Tips & Guides – Example: “5 Hidden Gems in Banff You Can’t Miss!”
Seasonal Deals & Exclusive Discounts – Offer early-bird pricing or last-minute specials.
Customer Stories & Testimonials – Highlight real travellers who had amazing experiences with your tours.
Behind-the-Scenes Content – Show off your team, your tour preparations, or fun moments from past trips.
4. Personalize Your Emails for Maximum Impact
Email personalization increases open rates and engagement. Tourists want recommendations that feel tailored to their interests!
Ways to Personalize Emails
Use the subscriber’s first name in the subject line and email body.
Segment your audience based on their preferences (e.g., adventure seekers vs. family travellers).
Send follow-up emails based on past bookings (e.g., “Loved your kayaking trip? Check out our sunset paddle tour!”).
Recommend tours based on location (e.g., if they visited Whistler, suggest another mountain adventure).
5. Optimize Your Emails for Conversions
A beautiful email means nothing if it doesn’t inspire action. Your goal is to get subscribers to click, book, or engage with your content.
Best Practices for High-Converting Emails
Clear and Compelling Subject Lines – Example: “🏔️ Adventure Awaits: Your Exclusive Travel Deal Inside!”
Eye-Catching Visuals – Use stunning images of destinations and experiences.
Strong Calls-to-Action (CTA) – Tell readers exactly what to do next (e.g., “Book Now & Save 15%”).
Mobile Optimization – Ensure emails look great on all devices (most travellers check emails on their phones!).
6. Use Automated Email Sequences to Stay Connected
Automation helps you stay engaged with customers without doing all the work manually. Set up email sequences that trigger based on subscriber actions.
Essential Automated Emails for Tourism Businesses
Post-Booking Confirmation & Details – Reinforce their choice with useful info about their upcoming tour.
Pre-Trip Reminder – Send travel tips and excitement-building content before their trip.
Post-Tour Thank You & Review Request – Ask for feedback and encourage them to share their experience.
Re-Engagement Campaign – If a subscriber hasn’t booked in a while, offer a special deal or new tour recommendation.
7. Track, Test, and Improve Your Email Strategy
Email marketing is not a “set it and forget it” process. You need to track performance and continuously refine your strategy.
Key Metrics to Monitor
Open Rate – Are people reading your emails?
Click-Through Rate (CTR) – Are subscribers engaging with your content?
Conversion Rate – Are emails leading to bookings?
Unsubscribe Rate – If too many people leave, rethink your content or frequency.
Use A/B testing to experiment with different subject lines, CTA placements, and content types to see what resonates best with your audience.
Final Thoughts: Turn Subscribers into Lifelong Travellers
Email marketing is one of the most cost-effective ways for small tourism businesses in Canada to build relationships, drive bookings, and create loyal customers. By delivering valuable, engaging, and personalized emails, you’ll keep travellers excited about your brand—and coming back for more adventures.
Need Help with Your Email Marketing?
At Roamlli, we provide tools to help tourism businesses create effective email campaigns, automate follow-ups, and increase bookings. Visit roamlli.com/tools to learn more!
