3 simple email tactics to boost your open rates

Email marketing is still one of the most reliable ways for tour and activity operators to stay connected with customers and drive more bookings throughout the year. But with inboxes crowded every day, your message has only a few seconds to stand out.

Instead of stressing about graphics or long-form copy, focus on the elements customers see first. Your subject line, preview text, and the content at the top of your email all influence whether customers see key updates like new tour times, limited availability, or seasonal promotions.

When you optimize these three areas, you increase open rates and help customers get to the information that matters most. Here’s how to make each one work harder for your business.

1. Name the offer in the subject line

Your subject line is the first moment customers decide whether to open. A clear, benefit-driven subject line tells them exactly what they’ll gain by opening your email.

Instead of a generic line like “June newsletter,” call out the value right away. For example, “Save 20% on weekday kayak tours” instantly communicates the offer and gives customers a reason to click. This clarity creates urgency and makes the email feel relevant instead of routine.

Customers are far more likely to open messages that promise something specific, whether it’s a discount, a new experience, or early access to availability. Stronger open rates help more customers see important updates such as new tour departures, last-minute openings, or limited-time discounts that keep your schedule full.

Pro tip: If you need inspiration or want to level up your subject lines, take a look at our guide on writing catchy subject lines.

2. Optimize the email’s preview text

Preview text appears right next to your subject line, giving customers a quick look at what’s inside your email. When it’s written with intention, it can double the impact of your subject line and motivate customers to open.

Use this space to reinforce the value you teased. Keep it clear, short, and relevant. A line like ‘Limited spots available for this week’s sunset cruise’ or ‘Early access to next month’s tours ends soon’ helps customers understand the booking opportunity they may miss.

Make sure your template displays this text correctly on mobile, since many customers read email on smaller screens. Avoid leaving default copy or broken code in this area; both can hurt first impressions.

You can also personalize preview text with simple dynamic fields, such as a customer’s name or the type of tour they viewed, to make each message feel more relevant. Even light personalization can make your message feel more intentional.

Pro tip: Pair your preview text with an action-oriented subject line to create a stronger sense of urgency and relevance.

3. Keep the main message and call to action above the fold

Most customers skim before they decide to read. That’s why your most important information should appear at the top of your email, without requiring anyone to scroll.

Lead with a short statement that highlights the value of your message. Whether you’re announcing new availability, sharing a limited-time promotion, or spotlighting a popular tour, make it clear right away. This helps customers understand the purpose of your email in seconds.

Place your call to action near this top section so customers can take the next step quickly. Buttons like “Book now,” “See availability,” or “Claim your discount” should be easy to spot and simple to click.

Optimizing the top of your email keeps your message focused and reduces friction for the reader. It also makes it easier for customers to act, which ultimately boosts engagement and bookings.

Small changes that lead to more opens

Improving your email performance does not require a full redesign. When you focus on the elements customers see first, including your subject line, preview text, and the content at the top of your email, you increase open rates and make it easier for customers to take action. 

These simple adjustments help you reach more travelers, fill more tour spots, and turn inbox impressions into confirmed bookings.

Keep building your marketing strategy by exploring more resources in our marketing blog category.