By Emily Peters
Contributing Writer

Question: how many independent travel professionals, when thinking about their advertising tactics, have said the following about email marketing?

Email marketing is passe! People’s inboxes are saturated and they don’t need another email from me!

We suspect this is what you’re really saying: Email marketing is time consuming, confusing and I don’t have the time to do it.

It’s true that the average American receives a pretty ridiculous number of emails, and they open less than 4% of them. Yet despite these stats, you can’t afford to ignore the power of email marketing. Even in 2017, it remains one of the most effective, affordable and profitable forms of marketing you can use—especially as a small business owner. So what can you do to improve your travel agency’s email marketing?

1. Start small

You don’t need to be an email marketing expert to start email marketing. Try committing to at least two emails a month to your prospect list. It can be something as simple as “I was planning my own holiday trip this week and thought of you!” or “Saw this article on packing tips that you might enjoy.” Your tactics will improve as your clientele responds.

2. Don’t throw spaghetti

Are you throwing the same spaghetti email to your entire list, hoping something will stick?

Again, start small. Identify two different groups based on broad categories, like those who have traveled in the past year vs. those who haven’t. You’d be surprised at how differently you’d communicate to someone who just came back on a Hawaii high versus someone who has been MIA for a year

Segmenting your email messaging is one of the best ways to stand out from among the throng in a cluttered email inbox. Customize your emails and let your client feel like you’re really thinking about THEM.

3. Edit, edit, edit

Have you addressed your emails using a lead’s first name? Make sure it’s spelled properly. Make sure any links you’ve included are live and work well (send them to your website if you can!). Don’t just assume you’ve spelled everything correctly—know that you have. And lastly, make sure you’re sending the correct email to its corresponding list. Nothing is more awkward than trying to recall an email riddled with mistakes.

4. Use buttons

If you can, use a button as a call to action instead of just hyperlinking text. Buttons are much easier to see, especially for touch-screens on phones and tablets. ]

5. Test

Emails that display perfectly on your laptop will display differently on a cell phone, tablet or desktop. Test your email in all environments to make sure the formatting is pristine. Bonus tip: test an email to different email carriers (Gmail, Outlook, etc.). Appearances can alter from platform to platform, too.

6. Use a checklist

Don’t assume that you’ve included everything you want in your email. Create a checklist that covers the bases: segmented list, edited copy and links, correct calls-to-action, tested emails, and double-check the recipients names, etc. Double-checking never hurt anybody!

Use these tips to improve your travel agency’s email marketing today

You don’t need to be an email marketing expert to see results—but you do need to try. Don’t write it off because it’s time consuming: follow these tips, boost your efficiency and let us know what worked best for you!


Are you ready to start your independent travel business with MTravel? We are here to help! Contact us here or call us at 800-870-5799. Be sure to check out our website at and follow us on Facebook, LinkedIn and Instagram.