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Email 101: How to Get Leads to Respond


In a world where inboxes are overflowing with messages, how can you ensure your emails don't get lost in the digital abyss?

Email is an essential form of communication for travel advisors to forge connections with potential clients, but it takes finesse to craft messages that capture attention and compel responses. If you're a travel advisor seeking to transform leads into lifelong clients, you've come to the right place. We're unveiling the secrets to crafting irresistible emails that will attract responses from your clients.

Let's dive in!

1. Know Your Audience
Before you even start typing, it's crucial to understand who you're about to email. Consider your client's preferences, expectations and any previous interactions you may have had with them. Are they looking for adventure or relaxation? Business or leisure travel? Determining this will help you develop a personalized email for their unique wants and needs.

If you're an experienced advisor with a diverse book of business, you may find success in segmenting your audience. Your leisure travelers won't be interested in the same trips as your luxury clients, so why would you send them both the same email? Generic, one-size-fits-all emails won't help you increase sales. Take the extra time to draft up emails for each of your unique audiences. This personalization will help you in the long run.

With Avoya, you'll have access to a cutting-edge customer relationship management (CRM) system. Any time you claim a new Live Lead™, you'll be able to see that clients' past trips, contact information, what vendors they may be interested in and more. All this information will make it easy to craft the perfect personalized email!

Pro Tip: Before emailing a new lead, review their contact information! If their phone number has a Philadelphia area code, consider mentioning the most recent Eagles game. Maybe, after reviewing their profile in Agent Power™, you discover that they went to Italy last August. Start your email by asking them what their favorite part of that trip was. Meeting your audience on a personal level will help you stand out from your competitors.

2. Clear and Informative Subject Lines
The subject line is the first thing your recipients see, and it plays a vital role in whether they open your email or not. Craft a subject line that is engaging, concise and relevant to the content of your email. Make it clear what the recipient can expect to find inside.

Pro Tip: Using numbers in your subject line can increase your open rate by as much as 57%. Grab your clients' attention by marketing a 50% off promotion or offering a $200 onboard credit to sweeten the deal! Another way to grab their attention? Use their name in the subject line. Your customers will love this personalization.

3. Add Value
Is your customer headed on a cruise to Alaska? In addition to sending them the routine emails of itineraries and confirmations, share travel tips and insights relevant to their journey. Offer local secrets of where to find the best salmon, tips on how to pack those bulky jackets and raincoats or share must-see attractions like the Mendenhall Glacier. Let your expertise shine!

How can you add value to your emails when your clients aren't planning a trip? Inspire them! Share some reviews from your recent clients and the extraordinary trips they've been taking, or even a personal story from one of your favorite trips you've taken this year. You could also offer educational content like what destinations are popular this time of year or insight into when to start planning trips for next summer. Stay at the top of their mind, so when they're ready for their next trip, you're the one they come to first!

Pro Tip: Adding a 'call to action' will encourage your clients to engage with your email. This could be as simple as a link to your website with a prompt like 'book your dream vacation today' or a link to your social media profiles and a prompt saying, 'follow me to stay up to date with the latest travel deals and trends.'

4. Utilize Our Industry-Leading Resources
Avoya offers both customizable and turnkey marketing assets, crafted by our team of in-house graphic designers, that are free for all Independent Agencies in the Avoya Network™. Whether you're looking for a design to showcase an exciting new supplier promotion or product launch, share a memorable 'bon voyage' or 'welcome home' message or even start your own weekly newsletter, we have a template for you!

Pro Tip: As an Independent Agency in the Avoya Network™, you can opt-in to an exclusive program where we will send customized weekly newsletters to your customers on your behalf. These personalized emails will be co-branded with your agency's name, phone number and email address and all links will direct your customers to your website! Let us do the hard work for you, so you can spend more time crafting unforgettable travel experiences. For more information, click here.

5. Follow Up
It's no secret that every customer is different, with unique travel and communication preferences. Some customers prefer email, while others want to connect over a phone call. If you're eager to improve your lead engagement, why not mix things up a bit? Make your initial connection through email, follow up with a phone call, fire off a quick text to remind them that you're ready to help and even send a handwritten note to add a personal touch – there's no limit to the possibilities. By diversifying your communication tactics, you'll increase your odds of catching your audience's attention through their preferred means of connection.

Capturing their attention is just the beginning, however. The key is to hold onto it and to build a lasting relationship. Keep the conversation flowing seamlessly as they embark on their travel planning adventure, tackling questions, adjustments or worries promptly and proactively. 

We'll even let you in on a little secret! While your customer is savoring the turquoise waters on their Caribbean cruise or wandering the charming city streets during their European tour, that's the ideal moment to start asking them about their next adventure. You won't be surprised to learn that many people are already dreaming of their next getaway while they're enjoying the one they're currently on! Who can blame them? We all wish vacations never had to end.

Pro Tip: According to Avoya's Foundations For Early Success Program, 80% of business happens within the first eight days of contact with a client. Staying responsive and following up during those first few days are crucial for achieving success and closing the sale.

With these strategies at your fingertips, you're well on your way to mastering the art of the perfect email and unlocking the doors to unforgettable travel experiences for your clients. For more information on how Avoya can help you take your marketing capabilities to the next level, fill out the form below.

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