Most travel advisors know whether their business feels like it's growing. Fewer know whether their email marketing is actually contributing to it. There's a difference between sending emails and running an email strategy — and the gap between the two usually comes down to one thing: whether you're paying attention to what your numbers are telling you. 🤔

What Every Travel Advisor Should Be Doing:

• Connect your emails to your actual business goals. Are you trying to fill a group departure? Re-engage clients who haven't traveled in two years? Convert leads who've inquired but never booked? Each of those goals calls for a different measure of success. Before your next send, get clear on what you're actually trying to accomplish — then decide how you'll know if it worked.
• Stop measuring yourself against the industry. Measure yourself against yourself. The only benchmark that's truly relevant to your business is your own recent history. If your last campaign performed better than the one before it, you're moving in the right direction. Keep that momentum going. 🙂‍↕️
• Patterns matter more than moments. One email that barely gets opened isn't a crisis. One email that blows up isn't a breakthrough. What you're looking for is a trend — and trends take time to form. Give yourself a few sends before drawing conclusions and making sweeping changes.
• Follow the drop-off. Strong opens but weak clicks? Your subject line is doing its job, but something inside the email isn't landing — maybe the destination, the offer, or the ask. Good clicks but no follow-through? The disconnect might be happening after the email, on your website or inquiry form. Trace where interest fades and start there. 📈
• Change one thing at a time. It's tempting to overhaul everything when results aren't where you want them. Resist that. Swap the subject line. Try a different send day. Feature a different type of trip. Small, deliberate changes are the only way to know what's actually making a difference.
• The goal isn't a perfect campaign — it's a stronger one every time. Email marketing isn't something you get right once and move on. The advisors building real traction with it are the ones treating each send as a chance to learn something and apply it to the next one. 💯

Want Help Making Sense of Your Numbers?

Knowing what to look for in Monarch is one thing — knowing what to do about it is another. Our Business Development Coach Christine works one-on-one with advisors to help you understand what your metrics are saying, identify where you have the most room to grow, and put a plan in place to get there.