December 2021

Email marketing tips - How to create successful emails for your leisure business with 7 tips

Are your emails eye-catching enough for your guests while browsing their inboxes?

Anyone can send out emails. But only good emails with a high opening rate will actually lead to more bookings. Let’s dive into 7 tips to make your emails awesome.

Set a goal before writing your email

Did you know there are 16 different email types your leisure business could send to inform and inspire your guests? 

With so many different emails, it’s important to start with a goal before creating your email. Do you want to excite people to book an activity at your venue? Do you want to inform your guests about their booking? Or do you want to ask for a review?

Whenever you write an email you need to make sure it’s aimed at achieving your goals.

Don’t miss out on Briq’s 7 tips to create awesome emails

Once you’ve defined your goal, it’s time to create your email! 

#1 Create a subject line that makes your guests open their email

The subject line is the first thing your email recipients see in their inbox, next to the sender’s name. To tempt your guests to open the email, you immediately have to grab their attention. 

Write an informative, short and catchy subject line and make sure it’s clear at a glance what the email is about. Emojis can help your subject line to stand out more, but only use them when they’re relevant. 

Especially on mobile devices, subject lines that are too long are cut off, so check the preview of your email before sending out. Make sure your subject line is max. 60 characters long. 

Examples of awesome subject lines

#2 Keep the layout and tone of voice in line with your website and brand

Use the same logos and colors as you have on your website to increase recognition and credibility. In your copy, speak to your guests the same way as you do at your venue and online. 

Your subscribers will recognize and remember your company, which keeps them engaged and makes them more likely to book your venue (again). 

#3 Use visuals to break up the text 

Most people usually don’t want to read a lot of text. With short parts of texts and attractive images or videos, you grab and hold your guest’s attention. This increases the chance of a click through to your website.

Visualize what you want to say and think of the best way to add this to your email. 

Examples of how to use  images and videos

#4 Mention your guest’s name to make it personal

Speak to your guests by adding their names in the subject line and say “hello Jack” to start your email. Personalized emails are more likely to be opened than non-personalized emails, and lead to more engagement.

To make your copy as personal as possible, read it out loud when you’re done writing. Does it work? Then you’ve written it in a way that’s easy to understand.

Examples of personalized subject lines

#5 Include a clear and visible call-to-action button

Where should your guests go after they’ve read your email? To send them to the right page on your website or webshop, add a call-to-action button like “Book now”. 

Write exactly what happens when you click on the button like “Book now”, “Review now” or “Check out our new activity”. Also pick a color that’s not or rarely used in the rest of the email to stand out and choose the right size. 

Your call-to-action button has to be visible at least 2 meters away from any device. Preview the email to make sure the button fits the rest of the email and is clearly visible. 

Examples of call-to-action copy

Don’t overwhelm your guests with too many call-to-action buttons, instead try to find a balance.

A good tip is to have one main call-to-action and make the other one or two less heavy and noticeable by selecting a different color or making them a bit smaller.

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#6 Make unsubscribing easy, but try to keep your guests subscribed

We understand that it’s not the goal of your email to get people to unsubscribe from your emails, but you also don’t want to keep sending emails to people who are no longer interested. 

For this reason, and because you are legally required to do so, make sure readers can unsubscribe at any time. 

Add an unsubscribe button in the footer of every email and link to an unsubscribe page where they confirm their unsubscription. Ask for feedback, you might receive some interesting information you can use for your future emails.

Convince your guests to stay subscribed

On the unsubscribe page, give your guests the option to:

#7 Make your email mobile-friendly

Over 40% of all emails are opened on mobile devices and there’s nothing more annoying than not being able to read the email properly. So make sure your email is readable on a mobile phone and tablet. 

Most email marketing automation platforms offer the option to automatically customize the email to a smaller screen as soon as they detect someone is reading the email on a mobile device.

Tips for mobile-friendly emails


Do a quick check to discover if your email is ready to be sent!

Integrate your tools with Briq

Briq integrates the tools you currently use, which means you have everything you need for running a business in one place.

This could also include a marketing automation platform such as MailChimp, a platform that makes sending, planning and testing emails much easier. It also helps you to organize your mailing list.

Are you interested in using Briq’s online bookings system? Feel free to contact us and we are happy to discuss the possibilities with you.

In the meantime, we recommend you to read our free e-book on data-driven decision making.

Eline loves creating key content to help leisure businesses improve their online strategy.