What is email marketing?

24 May 2023
Email Marketing: Are you using it?

This blog features content pulled from our free fifty-page visitor growth playbook. If you're in marketing and work for a visitor attraction, you can download the full playbook here.

One of the most effective ways to reach an audience and promote yourself is email marketing. We know it seems old school! But It’s still the primary “free” communication channel that allows you to both expand and segment your database (and if you want to know more about segmenting you know what to do!). Social content and advertising is effective but we live in precarious times, and building your own data is more important than ever. Future-proof your communications now!

How to make email marketing work for you?

For your email marketing to succeed there needs to be a focus on growing your database. There are a few ways to do this, including double opt-in for wifi access, data forms on website pop-ups, and data capture campaigns. Data capture campaigns can be very effective, but they require a good incentive and a decent activation budget.

To make your data capture campaign successful, you should: 

  • Host it within an app on your social channels and website
  • Direct traffic to your data capture app using digital advertising,
  • Incentivize audiences to provide their email address with a compelling offer,
  • Segment new audiences, and
  • Follow up quickly after the campaign has finished.

Once you have captured new email addresses, it's important to segment them and keep them separate in your database. That way you can nurture them as top-of-the-funnel new visitor prospects.

You can use your email addresses to reach your database on other channels through targeting and creating similar audience groups for advertising. These groups typically have a lower cost per click, higher click-through, and conversion rates.

Photo by Cytonn Photography
Photo by Melinda Gimpel

How to see your Return on Interest? 

To show the ROI in data, look at your average % for conversions, % transactions, and average transaction total value. For example, if you acquire 10,000 email addresses with a click-through rate of 1.06% and website email traffic conversion rate of 3.3% (both travel industry benchmark averages), and 50% of the addresses were families and 50% couples, you can estimate your revenue.

Get started



In conclusion, email marketing is a powerful tool that can be used to promote your brand and reach out to your target audience. By focusing on database growth and implementing effective data capture campaigns, you can build a valuable marketing asset that will continue to deliver results for years to come.

Did you find this blog useful?

For more information on marketing tactics to help grow your revenue, take a look at our fifty-page rapid action manual featuring more information. Click here.

Our work