The art of email copywriting: Success for tour and activity operators
Transform your email campaigns by following these easy instructions, so that readers transform into loyal customers.
In the competitive world of tours and activities, email marketing is a cornerstone of successful customer engagement and business growth. But it’s not always easy to get the tone right and ensure you don’t alienate potential customers.
So how do you communicate via email in a way that doesn’t make your reader want to immediately press “Delete” or “Unsubscribe”? The essence of effective email marketing lies in compelling copywriting — the art of conveying your message in a way that both captures your reader’s attention and motivates action.
In this blog, we’ll share email copywriting best practices along with valuable insights and strategies specifically tailored for tour operators, activity providers, and attraction operators. Soon you’ll be creating emails that resonate with your audience and drive results!
Be concise and to the point
Clarity is key with email marketing. Nobody has a long attention span nowadays — we’re all too busy for that — and your audience is no different. Type out your message in as few words as possible, with language that’s straightforward and easy to digest. Be sure to avoid jargon, overly complex sentences, and terms your audience will not understand.
Write for your target audience
Who exactly is your audience? Are they adventure seekers, families, students, or history enthusiasts? What sort of age and income bracket? Your message will be better received if you tailor your message to resonate with your specific customers. Speak directly to their interests, desires, and needs, and you’ll hit them so much harder.
Consistent tone of voice
Your brand’s tone of voice should be consistent across all communications, including emails. Whether it’s friendly and informal, or professional and informative, you need to decide on your brand voice — and stick to it. You’ll be rewarded with better brand recognition and trust.
Highlight benefits, not features
Focus on the benefits your service or product provides to the customer, rather than just listing its features. Content should be linked directly to your audience’s experiences, interests, or aspirations. This relevance will make your emails more engaging and personal.
This is the type of messaging that really makes a customer want to book a tour with you rather than the competition.
Include a prominent call to action
A clear call to action (CTA) is vital. Whether it’s booking a tour, signing up for a newsletter, or visiting your website, your CTA should compelling readers to take the next step. Use actionable language like “Book Now,” “Discover More,” or “Join Us” to encourage immediate responses.
Pro tip: Incentives can help encourage customers to take action quickly. You can offer 10% off their next experience, a discount on drinks or beverages while they’re on their tour, a free branded piece of merchandise, or whatever works with your business model.
Things to check before pressing “send all”
- Does your subject line draw attention?: The subject line acts as a gatekeeper: if they’re not interested, they won’t even open it. Use actionable language, personalize where possible, and ensure clarity. You can also use emojis to make it stand out in their inbox.
- Is your email succinct? Don’t use 100 words when 50 will do. Keep the email concise and to the point, ensuring the reader can easily scan and digest it (remember those short attention spans). Divide information with headings for extra clarity.
- Have you included calls to action? Use clear calls to action (usually 5 words or less) to guide the reader on what to do next.
- Is the tone right? You may decide to adopt a friendly and relatable tone to make the email feel personal and engaging.
- Have you checked it? Mistakes can be seen as unprofessional, embarrassing, and potentially costly. Have someone check your work over before you send — it’s worth it!
Email marketing is a powerful tool for tour operators and similar businesses, but its success depends heavily on the quality of the words.
By writing emails that are concise, audience-focused, consistent in tone, and relevant, you significantly enhance customer engagement and drive business growth.
Transform your email campaigns by following these easy instructions, so that readers transform into loyal customers.
