Creating Thank You Emails For Your Tour Company’s Customers

Everyone loves a thank you note!

Gratitude goes a long way in forming a relationship, and business is all about relationships. Thank you emails have been shown to increase repeat customers; and, unlike email and newsletter campaigns, thank you emails have a greater open rate. Don’t miss the opportunity of following up with your customers. Sending a thank you email or letter provides a great opportunity to learn from your customer and solidify a relationship with them.

Customer thank you email statistics. 42% open rate,, 18% click-through rate, 10% repeat customer purchases.

Determine the purpose of the thank you email

Before you sit down and send a generic, automated thank you email to your customers, think about what you want to accomplish with each email. Is the email’s objective to:

  • Drive your brand,
  • Collect feedback and customer information,
  • Introduce a loyalty program or new tour promotion,
  • Or, make purchase recommendations?

Think carefully about how you want your customer to respond to the email.

Next, think about your customer profile:

  • Who are you writing to,
  • What did they purchase,
  • And, how might the purchase have impacted them?

By answering these questions, you will be able to focus your email and make sure it is relevant to your customer.

When to send your email

Email marketing customer purchase cycle: purchase, thank you email, go on tour, thank you email, repeat purchase

The best strategy for sending thank you emails to your customers is to send two: the first right after they purchase the tour, and the second right after they complete the tour. This strategy gives you the opportunity to start building a relationship with your customer and establish trust.

Crafting the perfect subject line

The key to your email being read is making the subject line personal and interesting because it is the first thing your customer sees. 69% of people report marking an email as spam based on the subject line. That’s a lot of eyes to lose out on if the subject line is poor.

Email marketing subject line stats, 33% emails opened on subject lines, 15% emails opened when subject line is 1 or 2 words, 22% emails are opened when personalized

Subject lines that are personal, short, and use concrete numbers and times increase the chances of your email being opened.

Examples of good subject lines:

  • Tips for your Trip/Tour with <company name>
  • <name>, don’t forget your camera!
  • <name>, your tour starts in <remaining days/hours>
  • <name>, what you’ll want to bring on your adventure tour

From line

There is a big conversation in email marketing around what the “from” field should say in your emails. Should your thank you email be from you and display your name? Or should it display your company’s name so your customers don’t feel tricked into reading an email that looked personal? We recommend adapting both methods and having your “from” field display your first name and the company’s name.

Email marketing from line: Kira from Tour Co.

The main content

Email inbox on mobile device

Start the body of the email with your thank you. Thank the customer for purchasing the tour and share your excitement to have them. This doesn’t have to be long, keep it short, sweet, and specific. Consider your customer’s time and the device they are reading your email on.

Your emails need to offer value to your customers. In the first reservation reminder email, share tips on what they can expect during their tour and what extra equipment they may want to bring. A small walking tour company may simply want to remind their customers, “Don’t forget your camera!” An adventure tour company may want to recommend the appropriate clothing and footwear so their customers are comfortable.

Once a customer has completed the tour, send another email as a thank you for participating. If possible, include a photo of them and their tour group. Better yet, let them know where they can find more photos of their tour on social media with links to follow so they can like your business’ social media pages. Not only does this personalize the email and build relationships, it is a great way to engage your customer in the future.

<name>, we are so happy you participated on our walking tour of Pawnee. We hope you enjoyed learning about the history of the city and got some great snaps of our unique architecture. Below is a photo of you and the whole tour group. If you want to see more pictures of you and the group, you can find them on our Facebook page. We would love it if you share or tag us in some of your photos too!

Thank you email call-to-actions

After the body of the thank you messages, you can include your desired call-to-action (CTA) in both emails. This is where you consider what you want your customers to do next. This may look like links to your:

  • Blog posts
  • Promotions
  • Upsell options
  • Online-shop
  • Other available tours
  • Referral program
  • Request for surveys or reviews

Some common techniques used in email marketing is to create a sense of urgency. This may not be a technique your company would like to use, but it may be useful in certain circumstances, such as when you’re trying to fill up a tour:

  • While you’re traveling, there are 10 spots left in our <name> tour.
  • We’re giving 25% off on our tours today!

Don’t include too much promotional material as it will hinder building the relationship. The idea is to provide information and offer value. One tactic that stands out beyond discounts and referral opportunities is offering a point of contact.

Call or email Leslie or April if you have any questions about our tours, referral program, or anything thing else you can think of. They love chatting!

Once your draft thank you email has been created, bring in elements that are consistent with your brand. Make sure your logo appears appropriately – generally at the top and bottom of the email. Don’t forget to remain consistent with your brand and mission.

Final thoughts

Thoughtfully worded thank you emails will pay off in the long term. Take your time creating your thank you email strategy. It’s your opportunity to provide valuable information, create a specific response, and build a relationship with your customer.

Thankfulness is key in healthy relationships, as the thankful person feels a sense of well-being and the appreciated recipient feels a sense of value and is inspired to pass on the kindness. This is your opportunity to connect with your customers and build rapport. And then once you get your thank you email down, you can start to put together tour newsletter!

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