In the competitive world of tourism, email is one of the most powerful ways to inspire curiosity and spark excitement. It’s a unique channel that connects businesses with potential travelers through stunning imagery and engaging storytelling. However, creating emails is about more than simply sending promotions. According to Statista, more than 361 billion emails are sent and received each day.
So how do you stand out in an already crowded inbox?
In this article, we’ll explore the essentials of email marketing and today’s best practices: personalization, targeted content, and insightful analytics. By crafting emails that tell a story, speak to individual preferences, and highlight the excitement of each adventure, you can create a powerful connection with your audience and deliver emails that feel truly relevant to each reader.
Here are eight actionable steps to improving your email marketing strategy.
1. Craft Irresistible Subject Lines
A captivating subject line is the gateway to higher open rates. The key is to create subject lines that evoke curiosity and hint at the experience within.
- Be Direct and Intriguing: Start with a clear value proposition and leave a bit of mystery. For instance, “Unearth Secret Trails in Patagonia” or “Your Next Big Adventure Awaits” offers just enough to spark curiosity without giving too much away.
- Use Personalization: According to Hubspot, personalized subject lines have a higher open rate. Including a subscriber's name or their favorite type of adventure, such as, “Aimeé, Explore New Excursions in Patagonia!” can make the message feel personal and intriguing.
- Incorporate Urgency or Exclusivity: Adding phrases like “Limited Spots Available” or “Exclusive Access for You” creates a sense of urgency that encourages readers to open right away. Try “Hurry — Only a Few Spots Left for Peru Adventures!” to prompt a timely response.
You can find more inspiration in HubSpot’s guide to improving email subject lines.
2. Personalize to Build Connection
Personalized emails go beyond using someone’s name. True personalization connects with the reader’s interests, and makes them feel understood and valued. For adventure travel businesses, personalizing emails with specific destination recommendations or activity types adds relevance that can boost engagement.
- Highlight Interests: Imagine a reader has shown interest in diving; you can send them an email featuring exclusive scuba diving experiences in Belize or the Great Barrier Reef.
- Example: For someone who recently booked a beach getaway, follow up with content like “Ready for More? Discover Coastal Adventures in the Caribbean,” reinforcing their interests and enticing them to consider a new destination.
- Use Behavioral Data: Email marketing platforms allow you to adapt emails based on browsing history or past interactions. If a subscriber has frequently read about trekking, sending an email about “Unforgettable Mountain Treks in 2025” can feel spot-on.
Salesforce’s blog on personalized email marketing offers more insights into making emails feel individually tailored.
3. Segment Your Audience for Targeted Campaigns
Not everyone on your email list wants the same adventure, which is why segmentation is a game-changer. By grouping subscribers into different segments, you can deliver content that is relevant and much more likely to resonate.
- Activity Segmentation: One way to segment is by organizing your audience by activity preference (hiking, cultural tours, watersports) and customize content accordingly. This approach can greatly improve engagement as targeted emails reach people who are more likely to be interested.
- Example: Send specialized hiking itineraries to avid hikers. An email titled “Top Five Hiking Destinations for 2025” will instantly capture their attention.
- Geographic Location: Sending content that aligns with seasonal weather or location makes emails feel more relevant. Consider time zones, and adjust email send times accordingly. If you are sending a winter campaign to subscribers in the Northern Hemisphere, consider promoting warm destinations as an escape from the cold, or promoting cold destinations for their winter sport opportunities.
- Lifecycle Stages: Tailor emails for new customers versus loyal clients. For first-time travelers, focus on building trust; for returning customers, offer loyalty rewards or sneak peeks at new destinations to reward their repeat business.
- Behavior-Based Segmentation: Adapt emails based on actions like web pages visited, purchase history, or email interactions. For example, if someone frequently clicks on snorkeling content or recently booked a scuba tour, send them curated emails about underwater adventures. This personalized approach boosts relevance and engagement.
To learn more about segmentation strategies, explore Litmus' guide on email segmentation.
4. Write Compelling and Concise Email Copy
Adventure travel emails should capture the thrill and appeal of unique destinations while remaining clear and concise. Here’s how to engage readers with copy that gets straight to the point while still painting an inviting picture.
- Capture Attention with a Hook: Open with a line that immediately sparks interest, like “Imagine sipping coffee as the sun rises over Machu Picchu.” This vivid opening draws readers in from the start.
- Highlight the Benefits: Avoid overloading readers with logistics. Instead, focus on how they’ll feel or what they’ll gain from the experience. Instead of “Explore the Rocky Mountains,” try “Feel the Rush of Scaling the Rockies’ Highest Peaks.”
- End with a Clear Call to Action (CTA): Make sure CTAs like “Plan Your Getaway” or “Discover More” are easy to see and action-oriented. CTAs that convey urgency and clarity often get the best click rates.
HubSpot’s guide on writing email copy has more tips on creating engaging, concise copy.
5. Design Visually-Captivating Emails
Emails in the travel industry are uniquely positioned to inspire readers with breathtaking visuals. Thoughtful design makes your content more memorable and encourages readers to engage.
- Use High-Quality Images: Good-quality visuals can improve engagement rates. Feature images of stunning destinations and exhilarating activities, like a diver among coral reefs or a hiker gazing over a mountain vista.
- Pro Tip: Along with high quality images, make sure the photo file sizes aren't too large, otherwise it slows down the email load time. Ideal file size is 200KB and maximum size is 1MB.
- Keep It Clean and Simple: Use a clear layout that directs readers toward key content without overwhelming them. Minimalistic designs with white space make essential CTAs stand out.
- Add Interactive Elements: Interactive features, like surveys and polls, GIFs and videos, or more advanced clickable carousels, can bring destinations to life and turn your email into an experience in itself.
HubSpot’s email design guide offers inspiration for creating engaging, visually appealing emails.
6. Learn from Successful Campaigns
Learning from standout email campaigns is one of the best ways to find inspiration and understand what resonates with your audience. Here are some examples:
- Destination Showcase Emails: Feature a location’s highlights to captivate readers. An example campaign might be “Explore Japan’s Four Seasons,” where the email focuses on stunning visuals and travel stories to bring the destination to life for year-round travel.
- Travel Tips and Destination Guides: Helpful content, like “10 Essentials for a Perfect Patagonia Trip,” can add value while subtly inspiring readers to book a tour.
For more campaign ideas, check out HubSpot’s examples of email marketing success.
7. Track Performance Metrics
To make sure your email marketing strategy is working, tracking key metrics is essential. By analyzing performance, you can continually improve your emails and increase your impact.
- Open Rate: A baseline measure of initial interest. If it’s low, consider adjusting your subject lines or rethinking your segmentation.
- Click-Through Rate (CTR): CTR helps measure how engaging your content and CTAs are.
- Conversion Rate: Track the number of recipients who complete an action, such as booking a trip. Experiment with different CTAs and messaging strategies to optimize this rate.
- Unsubscribe Rate: If this rate is consistently increasing, review the quality of the content, frequency of emails, and relevance to the target audience. It could be a sign your emails aren’t hitting the mark in terms of messaging or timing.
HubSpot’s list of email marketing stats offers a deeper dive into these and other valuable metrics.
8. Access Helpful Resources
Finally, keep a collection of reliable resources on hand for quick answers and insights. Here are a few to bookmark:
- HubSpot’s Email Marketing Cheat Sheet covers essential components of effective emails.
- Mailchimp’s Field Guide is a comprehensive resource on strategy and email design.
- The founder of Lucky Red Pixel dissects successful emails and highlights what makes them work.
- Utilize peer knowledge, gain industry expertise, and crowdsource suggestions in the ATTA Member HUB Marketing channel.
- Explore more webinars and courses available from the ATTA Marketing Resource Center.
By following these best practices, adventure travel businesses can design email campaigns that captivate, inspire, and convert. Moving forward, use these tips to make every email feel personal, engaging, and reflective of your audience's adventurous spirit. Through stunning visuals, targeted content, and compelling CTAs, marketing emails can transport readers closer to their next adventure.