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.
Common Mistakes to Avoid
- Sending from a personal email (Use a platform for deliverability & GDPR)
- Using too much sales language (Focus on stories, inspiration, and value)
- Neglecting unsubscribes (Always include an opt-out — it's the law)
- Sending to people without permission (Never add people without consent)
Templates and Support from The Independent Travel Consultants
When you join us, you don’t have to figure email marketing out alone. We provide:
- Monthly email templates to customise and send
- Tips for growing your list ethically
- Advice on writing compelling subject lines
- Canva graphics to match your brand
Whether you’re a complete beginner or ready to level up, we help you use email to keep your business growing — even when you’re not online.
Let Your Inbox Work for You
Email marketing isn’t about sending spam. It’s about staying visible to the people who already trust you or want to.
Every email is a chance to inspire, reassure, and invite clients back into your world — and back into your booking pipeline.
Want Help With Email Marketing?
If you’re ready to start sending beautiful, branded emails that actually get opened, we’ll help you create a strategy that fits your style and goals.
Speak to our team today or fill out a
quick enquiry form — and let’s build your email presence together.
