To help make this busy season your best season, we've teamed up with Kaytee Fisher from Moxie & Fourth, a former travel advisor turned email marketing pro with a passion for helping advisors connect authentically with their audience.

In this post, Kaytee covers actionable strategies for travel advisors to maximize engagement and drive bookings through email marketing in 2025.

➡️ Ask Kaytee your questions: Through the end of this week, Kaytee is answering your email marketing questions on the TravelJoy Facebook page. Ask your questions here!

Preparing your email marketing strategy for 2025

As 2025 approaches, so does your opportunity to set the stage for a seamless and successful year of email marketing for your travel business that feels easy!

Your email marketing strategy is one of the most powerful tools in your arsenal. With the busy season looming, now is the time to refine—or jumpstart—your approach to ensure you’re ready to keep your audience engaged throughout the coming year.

Whether it’s reactivating past clients, setting up automations, or brainstorming fresh campaign ideas, preparing now will give you a strong foundation for leveraging this often-overlooked marketing channel.

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Leverage email marketing ahead of busy season

The busy season is the perfect time to make your email marketing work harder for you. Here’s how to maximize its impact:

Pre-plan Your Campaigns: Map out a campaign calendar aligned with peak booking times, your personal travel plans, need-to-know travel updates, and lighthearted travel-adjacent holidays or observances. Aim for a minimum of one email per month to stay top-of-mind with your audience.

Highlight What You Want to Book: If a certain destination is trending, but isn’t yo focus, don’t promote it just to “send something out.” Instead, align your content with your ideal client, niche, and the destinations you’re passionate about selling.

Educate, Educate, Educate: Go beyond telling clients you book travel. Explain why they should book with you, the best time to visit specific destinations, and how you can make the process effortless. Tailor your advice to their interests and needs.

Promote Early Booking Benefits: Share your planning process and explain why early booking is essential—whether for securing prime accommodations or accessing exclusive experiences.

Share Client Success Stories: Inspire wanderlust and build trust by featuring glowing testimonials or trip highlights from current and past clients.
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By outlining these campaigns in advance, you’ll be able to batch content confidently and free up valuable time to focus on client inquiries when demand spikes!

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Re-activate your past clients

Your previous clients are your warmest leads! Staying in touch regularly—especially between their trips—keeps you top-of-mind when they’re ready to travel again. 

Send A ‘We Miss You’ Campaign: Segment your subscriber list to target past clients who are on your list and send a friendly note inviting them to plan their next trip.

‍Lead Them to ‘What’s Next’: Create targeted campaigns that follow the natural progression of your clients’ travel journeys. For instance, if you specialize in honeymoons, send anniversary getaway ideas tailored to couples. 

Offer Exclusive Incentives: Reward repeat clients with perks like early access to your calendar or special booking bonuses that are exclusive to your subscribers. 

Re-engaging past clients strengthens relationships and ensures they think of you first for their next adventure. 

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Fresh campaign ideas for 2025 

Inject creativity into your email marketing with campaigns that inspire and keep you out of constant “sales mode”: ‍

Destination Spotlights: Dedicate a series of emails to specific destinations, sharing itinerary sneak peeks, tips, and unique experiences. Focus on destinations that align with your expertise and give clients ample time to plan their trips with you by featuring these destinations well in advance of when you’d want clients to be traveling to those locations. ‍

Seasonal Travel Guides: Share curated ideas for winter escapes, spring adventures, or summer vacations to align with clients’ seasonal travel needs. ‍

Travel Style Series: If you want to highlight your specific niche, lean into it via a series, deep-diving into a certain segment of travel or style of traveler. 

By varying your themes, you’ll stay relevant to your audience, and content creation will become much easier! 

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Set up or refresh automations 

Automation is a game-changer for email marketing, letting you nurture subscribers effortlessly. If you already have these in place, the new year is a great time to review and refresh any outdated information. If you’re setting them up for the first time, here are some pointers to get you started:

Welcome Email: Greet new subscribers warmly, thank them for subscribing, and set expectations for what they can expect from being on your email list. 

Nurture Sequence: Automate a series of evergreen emails that introduce you and your business, showcase your services and value, highlight your best itineraries and glowing reviews, and more. 

Lead Magnet Delivery: Ensure timely delivery of any freebies clients sign up for by leveraging automation, paired with follow-up emails that encourage engagement. 

With these automations in place, your new subscribers will feel cared for without constant manual effort! 

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Capture new clients as subscribers 

One often-overlooked strategy is capturing your clients as subscribers so that you can stay in touch beyond the booking. Grow your list naturally by weaving your opt-in or newsletter subscription form into your client communication workflow: 

At Initial Inquiry: Include an invitation to subscribe in your automated follow-up email after a lead submits an inquiry. 

After Trip Confirmation: Add a subscription link to your booking confirmation emails, highlighting the value of staying connected for tips and inspiration beyond their booked vacation. 

In the Welcome Home Email: Encourage post-trip clients to subscribe as a way to stay updated on travel trends and your services until their next getaway.

‍Email Signature: Include a simple call-to-action such as “Stay inspired—join my newsletter here” in your email signature for an effortless way to gain new subscribers with every bit of correspondence you send. 

These small changes help you grow your list effortlessly and ethically, which is important for marketing compliance purposes and a healthy email list. 

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General ‘house cleaning’ for your email marketing 

A tidy email system ensures smooth sailing for your campaigns. Here’s how to get organized before the new year: 

Update Your Subscriber List: Remove inactive, bounced, or unengaged contacts to maintain strong deliverability and engagement rates. 

Audit Your Email Templates: Refresh outdated designs and ensure consistency with your branding across all campaigns. 

Review Performance Metrics: Analyze your past campaigns to identify what worked—and what didn’t—then adjust accordingly. 

Revamp Your Freebies: Ensure your lead magnets and nurture sequences are up-to-date and aligned with your current offerings and ideal client demographic.

A little maintenance now can significantly improve your results in 2025!

‍Conclusion 

Preparing your email marketing strategy for 2025 doesn’t have to feel overwhelming! By leveraging your email tools ahead of the busy season, reactivating past clients, crafting engaging campaigns, and setting up smart automations, you’ll be ready to connect with your audience and drive bookings—all without battling the social media algorithms. 

Invest the time now to set yourself up for success, and you’ll reap the rewards of stronger client relationships with an email marketing strategy that your audience will look forward to.

Ask Kaytee your email marketing questions

Through the end of this week, Kaytee is answering your email marketing questions on the TravelJoy Facebook page! Join the conversation here.

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About Kaytee + Moxie & Fourth

Kaytee Fisher is a former nurse turned travel advisor and the founder of Moxie & Fourth, launched in December 2023. Since then, she has supported hundreds of travel advisors in transforming their email marketing strategies. Combining a passion for storytelling, a deep understanding of the unique challenges travel advisors face, and an enthusiasm for the psychology behind effective marketing, Kaytee has crafted a streamlined service suite designed to meet advisors where they are—empowering them to connect with their most engaged audience in their inboxes while staying consistent in their marketing efforts.