How tour operators can use A/B testing to improve email results

Email is one of the most reliable ways to reach travelers and encourage bookings. The challenge? Not every subject line, image, or call-to-action (CTA) performs the way you expect. A/B testing solves that problem by letting you compare two versions of an email to see which one gets better results.

For tour operators, even small improvements can add up. A higher open rate means more travelers seeing your offers. A stronger CTA can lead to more clicks on your booking link. And over time, these optimizations translate into more revenue for your business.

Here’s how to set up and run simple A/B tests that give you clear, actionable results.

1. Decide which elements to test

Every email you send is made up of multiple pieces, from the subject line to the call-to-action (CTA). To understand what really drives results, you’ll want to test one element at a time. That way, you know exactly what change made the difference.

Start with areas that directly impact bookings:

• Subject line: This is the biggest factor in open rates. Try shorter vs. longer subject lines (aim for 60–70 characters), or test different tones, like playful vs. straightforward.
• Content: Compare different offers — such as a discount vs. a free add-on — or see if customer testimonials help increase clicks.
• Send time: Timing can make or break engagement. Test weekday mornings versus afternoons to see when travelers are more likely to open.
• Sender name: Emails often perform better when they come from a real person at your company instead of a generic address.
• Design and visuals: Images of your tours can capture attention faster than text. Test layouts and photo choices to see which ones encourage more engagement.
• Calls to action (CTAs): The wording, design, and placement of your booking button can directly influence conversion rates.

Campaign Monitor found that replacing a text link with a button increased click-through rates by 27%,  a small change with a big payoff.

2. Prioritize tests that have the biggest impact

Not every test will deliver the same level of insight. To get meaningful results faster, focus on the elements that connect most directly to bookings.

• Low open rates? Start with subject lines. They determine whether travelers even see your message.
• High unsubscribe rates? Revisit your content and tone to keep customers engaged.
• Good opens, but few clicks? Experiment with CTAs, visuals, or offers to guide readers toward booking.

Think about ease of implementation, too. Switching a subject line or sender name takes seconds, while redesigning your email template could take hours. Simple changes often reveal the most valuable insights.

For example, HubSpot tested sending emails from a personalized name instead of a company name. That small tweak generated 131 new leads, proving that even minor adjustments can lead to big results. (Mediajunction)

3. Define your test group and duration

Once you know what element you’re testing, decide how many subscribers will see each version of the email and how long the test will run.

• Test group size: A simple way to split your audience is to send 20% of your list version A, 20% version B, and then send the winning version to the remaining 60%. This gives you enough data to pick a winner without putting your entire list at risk.
• Duration: Run your test for at least 24 hours so you capture enough opens and clicks to make the results meaningful. Larger lists may benefit from a slightly longer test window.

This approach keeps testing straightforward while still giving you reliable results. For tour operators, it’s a low-risk way to learn what works and then confidently send the best-performing email to most of your customers. Many email service providers (ESP) can set up the split and timing for you.

4. Measure your results

Once your test has run, it’s time to look at the numbers. The key is to connect each metric to the email element you tested so you know what drove the change.

Here are the main benchmarks to track:

• Open rate: Influenced by your subject line, sender name, and send time. A higher open rate means more travelers are seeing your message.
• Click-through rate (CTR): Tied to your content, design, and CTAs. This shows how many people took the next step, like clicking your booking link.
• Conversion rate: The most important metric for operators. This tracks how many clicks turned into actual bookings.
• Unsubscribe rate: A warning sign that your content, frequency, or tone isn’t landing with your audience. Keep in mind unsubscribes are normal and healthy under 1%. (OmniSend)

For tour operators, these metrics are more than numbers. A stronger subject line means more people see your offers. A higher CTR means more customers exploring your tours. And improving your conversion rate leads directly to more bookings and revenue.

Pro tip: Track your A/B test results over time. Small improvements from each test add up, creating a steady lift in bookings across your entire email strategy.

Put A/B testing into action

A/B testing doesn’t have to be complicated. By making small, focused changes and measuring the results, you’ll quickly learn what drives travelers to open, click, and book. Over time, these insights help you refine your email strategy and increase revenue, without guessing what works.

Most email marketing platforms make it easy to set up A/B tests and automatically send the winning version to the rest of your audience. Take advantage of those tools and start building stronger campaigns today.

Looking for more ways to improve your emails? Check out our complete guide to email marketing for tour operators.