Email marketing has the power to transform your travel business, helping you nurture leads, build client loyalty, and fill your book of business with dream trips. So why do so many travel advisors start strong and then… fizzle out?
If you’ve ever found yourself ghosting your email list, don’t worry — you’re not alone.
It’s one of those things that doesn’t give us small business owners the butterflies (like buying a new website template or depositing on a FAM trip).
But regardless of your feelings about email marketing, it is important.
Here are the top three reasons you struggle to stay consistent with email marketing and simple fixes to get you back on track.
IT’S OVERWHELMING
You’ve got proposals to send, commissions to hunt down, and a million other things to juggle.
(Been there, done that—I get it).
And then… Newsletters? A freebie? Keeping subscribers engaged? Between creating content, designing emails, and figuring out what to say, email marketing can feel like another full-time job.
THE FIX: Simplify your approach and process.
- Batch Your Emails: Dedicate one day each month to writing and scheduling your emails in advance. This takes the pressure off having to “come up with something” last minute. Orrrr… you could join The DIY, the membership where I do this for you, and all you have to do is import, apply your brand, and hit send (commandeering this blog for shameless self-promotion? You betcha).
- Use Templates: Platforms like Flodesk offer stunning, ready-to-use templates that save you hours on design. Once you’ve created a template you love, don’t forget to save it to your “favorites” to reuse every time!
- Start Small: A bi-weekly or monthly newsletter is better than radio silence.
Bonus Tip: Keep a running list of email ideas (like client stories, travel tips, or destination highlights) to spark inspiration when it’s time to write.
LACK OF IMMEDIATE RESULTS
Can I be honest with you for a sec? This one irks me. Like… it makes my skin crawl.
Who ever said anything about small business was easy? Because I’d like to meet the person who made you think that overnight success was promised in entrepreneurship.
No, friend. I hate to break it to you, but good things take time.
But I get it. It’s easy to get discouraged when you don’t see instant bookings or rapid list growth. Email marketing is a long game, but the payoff is so good.
THE FIX: Shift your perspective.
- Focus on Engagement: Track metrics like open and click-through rates or replies to your newsletters from subscribers instead of solely focusing on bookings. These show you’re building trust and staying top of mind. Don’t forget what you’re selling… vacations are not “impulse buys”, they’re multi-thousand dollar investments.
- Set Realistic Goals: Aim for steady growth, not overnight success. For example, gaining 10 engaged subscribers a month is worth more than 100 unengaged ones.
- Think Relationship Building: Email is about nurturing — the bookings will follow when clients are ready to travel.
Bonus Tip: Include small, actionable CTAs in your emails, like “Reply with your dream destination!” to build a two-way connection. It doesn’t always need to be a hard sell.
YOU DON’T KNOW WHAT TO SAY
The cursor is blinking. The screen is blank. So you sigh heavily and close the tab, thinking to yourself, “I’ll send one next month.”
Sound familiar?
Feeling stuck on content ideas is a major roadblock. You want to avoid sounding salesy, but you also want to stay relevant. What’s a travel advisor to do? This. Do this ⤵️
THE FIX: Plan ahead with a content strategy.
- Rotate Content Pillars: Focus on categories like educate (travel tips), inspire (bucket list destinations), and relate (behind-the-scenes stories).
- Repurpose Content: Turn a recent blog post, social media caption, or client testimonial into an email.
- Get Creative: Not every newsletter has to be long, drawn out destination themed shin-dig. Think outside of the box, like a Summer Sips cocktail newsletter (which is in this freebie bundle by the way!).
Bonus Tip: Include seasonal content (like holiday travel tips or summer destination guides) to stay timely without overthinking it.
The truth is, email marketing doesn’t have to be perfect — it just needs to be consistent. By simplifying your workflow, setting realistic expectations, and planning content in advance, you’ll find it easier to stick with email marketing and reap the long-term rewards.
Remember, every email you send is an opportunity to connect with your audience and remind them why you’re the expert they need for their next trip. Keep going — your future self (and your future clients) will thank you!
STRESSED ABOUT ALL OF THIS?
→ The DIY was made to keep you consistent.
👋 Hey, quick note: Sometimes I include affiliate links in my blogs – ya know, because paying my bills is cool and I also have a gardening problem. But also because I wholeheartedly love the platforms and resources I use in my business and I want you to use them too. So here’s a legal head’s up that you may occasionally click through on a link I’ve shared and that means I make a few bucks on affiliate commission. Thank you for supporting Moxie and Fourth – and my startling flower seed collection.
