Email Marketing for Travel Agents: Beginner’s Guide

Email marketing for travel agents is one of the most powerful, cost-effective ways to grow your bookings — and it doesn’t require fancy tech or a huge mailing list to get started.

Why Email Marketing Still Works in 2025

While social media platforms change their algorithms weekly, email gives you direct, uninterrupted access to your clients and leads. It lands straight in their inbox and — when done right — stays top of mind.

For homeworking travel agents, email marketing offers three major benefits:

It builds relationships with past, present, and future clients.
It reminds people you’re there when they’re ready to book.
It positions you as a travel expert — not just a salesperson.

And the best part? It works whether you’re just starting out or already have a loyal client base.

The Basics: What Is Email Marketing?

Email marketing is the process of sending messages — typically via a professional platform — to a list of subscribers or contacts with the goal of informing, inspiring, or generating sales.

It’s not just about sending deals. It’s about:

Sharing destination inspiration
Offering tips or advice
Keeping your name in their minds between trips

And it’s incredibly affordable. In fact, some platforms offer free plans until your list grows.

Jamie Says:

“Social media is the handshake — but email is the conversation that keeps going. It’s where you build trust, share value, and turn followers into loyal clients.”

Setting Up: What You Need to Start

You don’t need to be a tech expert. Here’s what you’ll need:

1. An Email Marketing Platform

Some beginner-friendly platforms include:

MailerLite (easy, free for small lists)
Mailchimp (widely used, good templates)
Flodesk (stylish, visually led)
ActiveCampaign (more advanced automations)

These let you:

Build subscriber lists
Create branded emails
Track opens and clicks
Comply with GDPR rules

2. A Signup Form

You need a way for people to join your list — this could be:

A form on your website
A link in your social media bio
A call-to-action on your quote or booking form

3. A Reason to Subscribe

Why should someone give you their email? Offer something useful like:

A “Holiday Planning Checklist”
Exclusive travel tips
Early access to deals

What Should Travel Agents Send?

Here are content ideas for your first 6 emails:

Welcome Email – Who you are, how you help, and what they’ll get from being on your list.
Travel Inspiration – Highlight a dream destination or current trend.
Client Story or Testimonial – A mini case study of a happy traveller you helped.
Behind the Scenes – What it’s like booking with you, how you research trips, etc.
Seasonal Ideas – Focus on half-term breaks, summer holidays, winter sun, etc.
Exclusive Offers – Only available to your email subscribers.

Mix useful tips with occasional offers to build trust and keep your audience engaged.

How Often Should You Email?

Start with once or twice a month — enough to stay relevant, not so much that people unsubscribe.

Pro Tip: Consistency is key. Create a content calendar so you know what’s coming up, especially around key booking times like January, Easter, and October half-term.

What Makes a Good Travel Email?

Subject Line That Stands Out
e.g. “Where would you go if flights were free?” or “The secret to stress-free family holidays”
Clear, Friendly Tone
Write like a helpful friend, not a sales robot.
Call-to-Action (CTA)
Ask them to do something — read more, get in touch, download a guide, etc.
Mobile-Friendly Design
Over 70% of emails are read on phones. Keep it clean and scrollable.
On-Brand Style
Use your colours, fonts, and tone so people instantly know it’s from you.