This is Part 3 of the series. For previous parts please see:
Travel Email Marketing Guide Part 1: Website Signup Forms
Travel Email Marketing Guide Part 2: Auto-Responder Series
You’re almost ready to launch your email program!
This is the final part of the series on travel email marketing. We’ve covered how to get signup forms setup on your site and how to setup auto-responders so your email works for you 24/7.
Now it’s time to get into the final chapter covering Weekly Email Content.
Let’s get right into it.
Frequency: Weekly Is Good
Alaska Channel Email Example
Weekly is a good frequency to start with your email program.
However, if you think you’ll struggle to find content for weekly emails then cut it back to monthly emails.
The point of these ongoing emails is to keep in touch with your prospects that will be on your email list. You want to keep them interested in your ongoing story. You want to share interesting content that continually builds their need to come and visit until that day finally happens.
It’ll be more difficult early on to do weekly emails, but you’ll get more accustom to it each week making it easier and easier. And over time you’ll build a strong following of potential customers.
Immediate Response
If you’re just beginning your email newsletter program, don’t feel discouraged if you don’t immediately receive feedback and interactions right away. The important thing to remember is that you cannot build an audience overnight, or in this case, with a single newsletter. Stick to a regular schedule and deliver consistent content and the rest will follow.
Subject Lines: Think Magazine Taglines
Travel Wisconsin Email Example
Subject lines are a huge part of your email. You could argue that they’re the most important part of the email. If a person doesn’t like your subject line then your email immediately gets deleted.
Here’s an old trick – go grab your favorite magazine.
Look at the cover. There should be some really catchy taglines and headings.
The magazine industry has perfected the art of headlines and you can use their formulas for subject line success.
I’ll look at a Southern Living cover as an example:
- Recipes Worth Keeping
- Introducing Our Best House Ideas Of The Year!
- Outdoor Style: Fresh Porch Update
- Before & After: 101 Ways To Give Your Home Southern Charm
- 48 Backyard Cookout Recipes
This works with just about any magazine. Grab your favorite and get some inspiration.
Now, your task for your weekly email is to find a topic that your subscriber will find interesting. Focus on the common questions your customer asks you. My guess is that your customers ask you all the time about the best places to eat in your city.
That results in:
- 3 Can’t-Miss Restaurants In Dallas
Even if you have an announcement you can tweak the subject line to get your subscribers to open it:
- Big Announcement: New And Exciting Additions For The Summer! Details Inside!
Content: Unique Stories, Photos, Etc.
Travel Oregon Email Example
There are a couple different ways you can setup your email content. You can link to content on your website and you can share unique content.
I’m a fan of the hybrid model where you do a little of both.
Think of your business as an ongoing story. People love stories. It’s why we’re all interested in books, movies, TV shows and all kinds of things. Storytelling has been around a long time and it’s been around in business too.
Your business can tell an ongoing story to earn the trust and interest of prospective customers.
For your emails, you could give an update on what’s happening with your business.
Then you could provide some times or suggestions on what visitors to your area could do. Talk about new offerings in and around town or some of the longstanding best places to visit.
Photos are great to include as well. Photos can tell a story. You could share recent photos showing other customers and how they’re interacting with your business.
Email-Exclusive Content
When your subscribers sign-up, they are giving you something of value, their email address. What can you give your subscribers that you aren’t already providing to the general public in return? Sharing unique, valuable content that can help your reader in some way will make them feel you are delivering on your promise.
Links: Snippets From Your Website
And for the links to your website part of the email you can use snippets to entice people to click through to the content on your site where you can really sell them on your service.
Here are a few snippet ideas for your email.
Testimonials: Start by giving one testimonial in the email then write, “See what our other customers are saying!”
Photos: Add one or two photos then write, “Check out all the photos in our gallery!”
Services: If you have a special package of products or services start by saying that customers can get one thing or another then write, “We have a special package offer for customers visiting us this summer. Find the details on our site!”
Blog: Share a title and short description of some of your popular blog posts.
There are lots of ways to use snippets. Offer something valuable to start. Then imply that there is even more on your website.
Conclusion
Email marketing is kind of old hat in the online marketing world, but it’s still an effective marketing too. Hopefully this series has sparked some ideas and has gotten you ready to dominate your email program. The tips in each of the articles should put you in a great place to win new business for the upcoming season!
