What to include in emails for the leisure and entertainment sector?
Exciting graphics
The main aim of your email is generally to excite your readers and motivate them to visit your business. One great way of achieving this is by including bold and exciting graphics in your design to show potential customers what you have in store for them.
Use an exciting hero image to set the scene in your email and pair this with other smaller images to show off key features and benefits of your attraction.
Tip: The vast layout block selection in Mail Designer 365 contains a wide range of options to help you dynamically display images within your design.
Exclusive offers
Another highly effective way of using email as a way to encourage customers to choose your business is by sharing offers and promotions. Particularly during peak holiday season, families and holidaymakers will be keen to find the best activities for the best price.
Including offers like 2 for 1 or discounted entry and free gifts or refreshments will help sway undecided customers towards your business.
Central call-to-actions
Every email has a core purpose. In order to help achieve the goal of your email, you should use clear and prominent call-to-actions (CTAs) to point readers in the right direction.
Whether it's an "add to calendar" prompt for an upcoming booking, a shortcut to your online booking portal, or a link to your website for more information, it's important to make the CTA a central aspect of your email.
As well as using a sensible and direct link, you should also consider using a clear, bold typeface and a vibrant color which stands out from the rest of the design:
Testimonials
Particularly for new customers and first time visitors to your business, testimonials can play a key role. Sharing positive comments and feedback from past customers helps you to boost your business's reputation and put yourself on the map for potential new customers.
Include testimonials, customer quotes and star ratings in a clearly visible section of your email design. If you have TripAdvisor or Yelp reviews to share, this is also a great idea.
Tip: Consider setting up an automated feedback request email for customers who have visited your business. This way, you'll increase your chances of obtaining more positive reviews.
Up-sell opportunities
If customers have booked in advance online, you could also consider creating an automated up-sell email. This type of email works well if you have added bonuses to offer, such as:
- Package upgrades,
- beverage add ons,
- fast track entry,
- comfort or premier seating,
- etc.
Build up excitement in advance of the booking by listing attractive bonuses which they can easily add on.
Tip: Including a time-limited promotion to discount these add-ons in advance is a highly effective way to generate more revenue by creating a sense of urgency.
Contact information
Finally, in all of your emails, you should also include all of your essential contact information. This is particularly useful for customers who may have specific needs and questions about your business.
Tip: Use the direct Tel and Mailto links in Mail Designer 365 to make the contact process even easier.