Your Clients Aren’t Ignoring Your Emails. They’re Ignoring Your Strategy.
You send an email, then another, and then another—but somehow, the open rates keep dropping while the unsubscribe list keeps growing. So, what went wrong? Maybe the problem isn’t that your clients don’t want to hear from you. Maybe they’re simply tired of receiving emails that don’t feel like they were meant for them. A strong email campaign strategy starts with a simple question: “Why would this particular client want to open this particular email?” Think about two clients on the same travel advisor’s contact list. One has booked river cruises for years and carefully watches shoulder-season pricing. Another travels internationally with family and always asks about flight convenience and hotel locations. Would you send both of them the exact same email? Probably not. Yet this is exactly what happens when travel advisors treat their entire database as one audience. That’s where segmentation becomes important. Instead of sending one generic promotion to everyone, a smarter email campaig...
