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What’s the Purpose of Email Marketing?

Updated: May 24

If you’ve been in the travel and marketing game for as long as I have, you’ve probably seen your fair share of tactics that have worked, as well as those that didn’t turn out quite right. You can’t learn to become successful without finding out what isn’t right for your business.


And I’m here to tell you that when it comes to travel agents and how they market their business, the same mistakes are always constantly being made.

We expect by simply posting to social media that new clients are going to come to us.

Or perhaps you build an entire new website and think that that’s enough to have people knocking down your door to try and book their next trip, which might not even take place for months or even years from now.

The expectation that your clients will come to you can actually put a damper on your business. The reason why is pretty self-explanatory: you’re not taking the time or putting in the effort to build these relationships.

One of the easiest ways to nurture these relationships and show your clients that you’re as dedicated to them as they are to you is with email marketing.

What is email marketing?

In the most logical sense, email marketing is the use of email to promote or engage with subscribers about your various products or services. But even more importantly, it’s also a way to develop relationships with prospective clients and customers.

What’s the point of email marketing?

The importance of email marketing might seem a bit hazy to some, but if you take the time to understand it, you’ll discover that there are actually a lot of benefits of using email marketing to nurture relationships with potential clients. Below are some major reasons why email marketing can be beneficial to the success of your business:

1. Creates Direct Line of Communication

Unlike traditional mail marketing, by using email, you are creating a direct line of communication with your audience. Traditional mail relies on other outliers that could prevent the information from reaching the customer altogether, and the same can be said about social media and its use of algorithms and third-party applications.

2. You Own Your Email List

After putting in the work to build up your email list and retrieve contact information for interested clients, it only makes sense that you be in control of how you use this information. This affords you the opportunity to choose what you want to talk to your audience about, as well as how frequently you want to be in contact with them.

3. Automate your Emails

Email marketing can also allow you to help streamline your emails into email sequences that can help to save you time and money without putting your customer relationships on the lone. In doing so, you may find it helpful to segment your email list based on interests, goals, and a variety of other factors.

Email marketing doesn’t have to take a lot of work. Thanks to automation and segmenting your email list, you can reach all your clients and build relationships that will come into play when they’re finally ready to book a trip or learn more about their travel options.

Be sure to post any questions you might have below, and we'll get right back to you!

Be sure to post any questions you might have below and we'll get right back to you! And if you like this article give us some love by clicking on the .

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Sandra McLemore is a digital marketing & business growth expert who got her start in the travel business over 20 years ago as a retail travel agent for STA Travel in a busy campus store front. She then worked her way into VP level in marketing, media and PR roles for the world's biggest cruise lines and travel brands.


Sandra is now the owner of TRAVEL MARKETING & MEDIA (formerly Village Girl Marketing), a marketing agency for travel brands specializing in content creation, design and media.




Each service and program helps travel agents to get a consistent flow of new clients through smart marketing strategies.


Over 12,000 travel agents have taken Sandra's online training, and signed up for her digital marketing solutions.

Sandra lives in Los Angeles and hosts a number of travel programs on cruise line and airline TV and can be seen on network news programs as a leading travel industry expert.  Heading off to the best travel trade conferences? You'll most likely catch her on stage there too!

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