It's not just another marketing chore to tick off your to-do list.
Email is where you build relationships with the kind of ideal guests who get what you're about.
The ones who appreciate your approach.
Who recommend you to their friends.
Who come back year after year.
But most small tourism businesses are getting email wrong.
Not because they're bad writers - but because they're making a few serious blunders that stop those relationships from ever forming.
So I've put together a free guide to the six biggest email blunders that small tourism businesses make.
These aren't theoretical mistakes I've read about in some marketing textbook – they're the ones I've made myself, watched clients stumble over and helped countless small businesses fix.
The good news? Once you know what they are they're dead easy to avoid.
Download my guide for free and you'll get an added bonus – membership of Campion Club, my twice-weekly email newsletter where I share story-led copywriting insights for small tourism businesses.
Just share your email below and it'll appear in your inbox.
Yes please, help me bum swerve these email blunders!
You know email could fill your bookings.
The stats prove it: email marketing returns £36-42 for every £1 spent, and small tourism businesses with engaged lists book 40% more direct customers.
Your gut tells you the same thing. A well-written email, sent consistently over time, builds deeper connections than any number of Instagram reels ever could.
But every time you sit down to write an email, you freeze.
What if nobody opens it? What if they unsubscribe? What if you sound too pushy (or worse, too boring)?
Maybe you've tried already. Sent a few emails, got embarrassing open rates, heard nothing back. So you gave up and went back to Instagram, where at least you can see the likes rolling in.
Emails do work for small tourism businesses...
...but only when you avoid the six blunders that bugger up most campaigns before they even get started.
In this free guide, you'll discover:
Why waiting for everything to be "perfect" is costing you bookings (and what to do instead)
The lead magnet mistake that fills your list with bargain hunters instead of your ideal guests
How often you should actually email (hint: it's not as often as you think)
Why your emails sound like everyone else's (and how to fix it)
The welcome sequence woopsie that makes new subscribers forget why they signed up
The only 3 metrics that actually matter (and how to check them in 30 seconds)
Ready to up your email game once and for all? My free guide will help you avoid the big blunders that get in the way of bookings. Sign up below.
It's been a delight to work with Genevieve both in terms of the support and insight but importantly – and it’s why we do it – the results I’ve achieved in a short space of time.
Sandra Benn, Founder, Chiya and Chai
In just a couple of sessions, Genevieve gave me the confidence to be myself in my writing. It’s going to be much more fun writing copy now and no longer a chore!
Anne Williams, STR Host (Osdale Cottages, Skye)
About me
I'm a travel and tourism copywriter based in Shetland, and (let me be upfront about this) I'm slightly obsessive about emails.
Why email? Because it's where you build real relationships with the kind of guests who appreciate what you do. Not just followers who scroll past - people who book, come back and rave about you to anyone who'll listen!
I work with small tourism businesses (tour operators, guides, hosts, experience providers) helping them to write confident copy that sounds like them.
My twice-weekly newsletter (Club Campion) is where I share my copywriting stories and insights. You're already signing up for it with this guide, so see you in your inbox soon!
