What are drip campaigns, and how can tour operators use them?
If you want your marketing to work around the clock, email automation is your new best friend. With a few simple workflows, you can greet new subscribers, follow up with customers, and inspire repeat bookings without writing a new email every time.
This article breaks down what automation is and why it matters for tour operators. You’ll learn the most impactful campaigns you can set up to save time, boost engagement, and keep your business top of mind.
What is email automation?
Email automation, often called a drip campaign, refers to marketing emails that send automatically after a customer takes a specific action, such as joining your subscriber list or completing a tour. These messages help you stay connected at important moments in the customer journey without creating every email by hand.
Drip campaigns also keep your communication consistent. Once your workflows are set up, your email platform sends each message at the right time, which saves your team hours and supports stronger engagement.
Pro tip: Email automation is different from the canned messages you send through your FareHarbor Dashboard. Set up automations through your preferred email platform, such as Mailchimp.
Types of automation journeys for tour and activity operators
Not every email needs to be sent by hand. Drip campaigns can help you welcome new subscribers, connect with recent customers, and re-engage contacts who may have gone quiet. These workflows run in the background and create consistent touch points that support stronger relationships and more bookings.
Below are four automation types that work well for tour and activity operators and are simple to set up in most email platforms.
1. Welcome journey
What it is: The first message a new subscriber receives after joining your list.
Why it matters: A welcome email sets the tone for your relationship with this customer. When you reach them right away, you build trust and show them what makes your experiences worth booking.
What to include:
- A warm introduction to your business
- Eye-catching photos of your top activities
- A simple next step, such as viewing your tour calendar
- A special promotion if you want to encourage an immediate booking
2. Special event or occasion email
What it is: A message that sends automatically on a customer’s birthday, subscription anniversary, or another special moment.
Why it matters: Customers appreciate recognition. A simple celebratory email gives you a positive touch point and can bring them back to your site when they are already feeling engaged.
What to include:
- A friendly message that highlights the occasion
- A quick thank you for choosing your business
- A birthday or milestone treat, such as a promo or free add-on
- A link to browse your activities
3. Recent customer automation
What it is: A follow-up email that sends after someone finishes a tour or activity with you.
Why it matters: Customers are most engaged right after their experience. This is the ideal moment to thank them, invite them back, or ask for feedback that helps strengthen your reputation.
What to include:
If you want to encourage repeat bookings:
- Suggestions for similar or next-step adventures
- A promo code to motivate a return visit
If you want to gather feedback or reviews:
- Links to the review sites that matter most to your business
- A short survey that captures quick insights
Pro tip: Ask for reviews within 24 hours of the tour. This timeframe captures customers when they are most excited about their experience.
4. Re-engagement series
What it is: A message or short series designed for subscribers who have not interacted with your emails recently.
Why it matters: These contacts may still be interested in your business but need a compelling reason to reconnect. A thoughtful re-engagement email can spark renewed interest and bring them back to your site.
What to include:
- A short message that reintroduces your tours or highlights what is new
- A strong incentive, such as a discount or complimentary add-on
- A call to explore upcoming tours or popular activities
Let your automations work for you
Drip campaigns are a small lift with a big payoff. Once your automations are running, they greet customers, follow up at the right time, and help bring people back for their next adventure while you stay focused on delivering great experiences.
If you are ready to build even stronger customer relationships and boost bookings with less effort, we are here to help.
See how the right tools can support your automations and simplify your daily workflow. Request a free demo to see what FareHarbor can do for you.
