The 7 Gold Standard Emails
every tour operator should send.

Offer an inducement — a discount or free content (e.g. “Sign up & save 10%” or “Get a list of FREE camping locations”). They've given you permission to market: don't waste the moment.

Trigger

Customer form fill

Timing

Immediately — minutes after sign-up

Upsell to a second adventure, a private experience, or a photo package. ResTech emails average 8–12% open rates — with the right timing this one hits 50%+. Make it compelling and on-brand.

Trigger

Booking in your ResTech

Timing

20–60 minutes after booking

Build excitement and set the table for the experience. Reduce phone calls and squeeze in a soft second sell. Use the P.S. — and send a series if your trips are complex or booked far in advance.

Trigger

Trip start day/time

Timing

12 hours – 3 days before the trip

New options, more dates, staff highlights. Critical when you have repeat visitors. Segment your list, find your most loyal customers — and always make sure guests opt in.

Trigger

Regular cadence

Timing

Monthly or quarterly

Keep your audience warm between trips with stories, tips, and destination inspiration. Build the relationship now so they convert later.

Trigger

Subscriber engagement

Timing

Ongoing series

Happy birthday note or “Tripaversary” — perfect for a discount code, a premium photo, or a genuine thank-you. A happy surprise email that strengthens loyalty.

Trigger

Birthday or trip anniversary

Timing

On the date

Offer a solid deal on experiences — 25–40% of gift cards are never redeemed. Don't make this your first email of the year: nurture guests beforehand so the offer lands.

Trigger

November – early January

Timing

Holiday window