Tour Operator Tip: Are Your Follow-Up Emails on Target?

Brandon Lake  |  March 15th, 2011

What are you using to track the success of your automated emails in Resmark?

Resmark travel reservation software allows companies booking tours, events, lodging, classes and attractions to generate leads and then automatically follow-up with those leads by email. So, how do you know if your automated follow-up emails are effective?

Here are 3 key performance indicators to help you gauge the success of your use of Resmark’s lead nurturing system.

Email Replies

Are people replying to your conversation starter emails? If not, take a look at the messages. Try changing your message a bit to see if it generates a better response. Also, make sure the lead generation tactics you’re using online are actually generating leads. If not, try something new there as well.

Email Reports

To view your email reports, go to Reports > Automated Email > Email Reports. From here, you can look at reports for all email tracks as well as post-trip satisfaction survey results. Look at your open rates and click-through rates. Compare the popularity of links within your emails. Make adjustments, test, and compare again.

Lead Conversion Report

Under the Sales & Marketing Reports, you’ll find the Lead Conversion Report. Here you can see the final result of your lead follow-up efforts. You can also compare which marketing materials are most effective in converting sales. Run the report again after you make changes to emails. Be sure to provide enough time to get a decent number of leads generated in order to get a valuable comparison.

What else are you using to track the success of your automated emails in Resmark?

online waiver on tablet with keyboard

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Brandon Lake

Brandon Lake

Brandon is the founder and CEO of RESMARK & WaiverSign. He also runs Western River Expeditions and Moab Adventure Center, two of the most successful tour businesses in America. Brandon loves cycling, skiing and traveling with his wife and 4 children.
*All information is accurate as of March 2011.