The No 1 email list killer: not knowing what to write about
Last year I ran a poll on LinkedIn asking small tourism business owners what was stopping them from starting an email list.
The runaway winner?
Not knowing what to write about.
Not the tech. Not building the list. Not choosing a platform.
But the actual writing.
Look, I get it. In fact, I’d suggest anyone who tells you they haven’t ever struggled with writer’s block isn’t being entirely honest.
I think we’ve all been there. We’ve all sat down with good intentions: cursor blinking, fingers poised ready to type…
Only for your mind to flood with this one thought:
What the heck am I supposed to say?
You can’t just sell in every email. You know that. Connection before conversion and all that.
But if you’re not selling… what ARE you writing about?
This is where most small tourism businesses get stuck. Not on the logistics, but on the words themselves.
What could you possibly say that people would want to read?
What’s going on?
Here’s what’s happening in your head:
You think you need something profound. Something worth their time. Something that justifies appearing in their inbox.
Then you look at your week: showed some guests around, answered booking emails, fixed the washing machine, bought supplies, dealt with the bins.
Nope, nothing to see here. Certainly nothing email-worthy.
So you don’t write anything.
And your list sits there, forgetting who you are.
What is interesting
Here’s what I’ve learned after writing emails for tourism businesses.
The everyday stuff you think is boring is exactly what helps people to get to know you.
And guess what? Often, what’s mundane to you will be bloomin’ well AWESOME to them.
Such as your behind-the-scenes moments. The seasonal changes unique to your part of the world. The little observations about your place, your guests, your work.
(Like this photo I shared with my email list a couple of days ago: when snow in Shetland shut the schools down and I spent days sledging with my daughter).
It’s details like these that build relationships – not the polished, corporate content you think you should be writing.
5 types of emails (to get you started)
You don’t need 47 different email templates or a content calendar that maps out the next six months.
You just need to know your dream guest inside out and have a good idea what they might like to hear from you.
Here are some ideas. Mix them up, don’t overthink it and start with ONE email, not a full funnel.
1. Behind the scenes stories
What’s happened in your business this week? Doesn’t need to be big wins, think about:
- The guest who asked an unexpected question that made you see your tours differently
- The supplier you discovered who’s doing something brilliant
- The thing that went slightly wrong and how you fixed it
- The decision you’re mulling over about your business
2. Seasonal observations
What are you noticing right now? What’s changing? What’s different this week compared to last week?
Tourism is seasonal. Your place changes throughout the year. Your guests notice different things depending when they visit.
So tell them about it.
- The way the light hits differently in January
- When the birds arrive/leave
- What’s in season at the local market
- How the place feels different in low season versus high season
- What you love about this particular time of year
3. Guest stories (with your commentary)
Not just quotes with no context. For this to work, you need to add your take on things.
What did a recent guest do, notice, or experience that was interesting?
- The family who found the hidden beach
- The couple who asked about something you’d never thought to mention
- The guest who had an unexpected reaction to something
- The question someone asked that everyone asks
Then add YOUR perspective. Why it matters. What it tells you about your place. What you learned.
This does two things: it shows social proof (other people love being here) and it helps future guests imagine themselves there.
4. Lessons learned
What have you learned recently about running your tourism business?
What mistake did you make? What would you do differently? What surprised you?
I wrote an email once about spending a year not starting my email list. The procrastination. The perfectionism. What I learned.
It got loads of love, loads of replies.
Because everyone’s been stuck on something. Everyone’s made mistakes. When you’re honest about yours, people trust you more.
5. Helpful resources/recommendations
What have you read, watched, or discovered recently that your subscribers might find useful or interesting?
This is NOT about promoting your own stuff. It’s about being helpful.
- A book about your region that you loved
- Another tour operator doing something brilliant (not a competitor – someone complementary)
- A podcast episode about sustainable tourism
- An article about something relevant to your audience
- A tool or resource that’s made your life easier
When you recommend things that aren’t yours, you’re showing: I care about you getting value, not just about you booking with me.
Finding your rhythm
You don’t need a complex content calendar.
Just alternate between these five types.
- This week: Behind-the-scenes story
- Next week: Seasonal observation
- Week after: Guest story
- Week after that: Lesson learned
- Week after that: Helpful resource
Then repeat. Or mix them up differently. It doesn’t matter.
The point is: you’re not trying to sell in every email. You’re building a relationship.
But I don’t have anything interesting to say!
Yes, you do.
You just can’t see it because you’re too close to it.
The thing you noticed this morning that made you smile? That’s an email.
The question a guest asked yesterday? Email-worthy for sure.
The reason you love doing what you do, even on difficult days? Another email!
The problem is, you’re filtering everything through “would anyone else find this interesting?” and you’re probably way off the mark.
Your turn
If you’re stuck on what to write in your tourism newsletter, pick one of the five types above.
Just one.
Write 200 words about it. Send it.
Then next week, pick a different type. Write 200 words. Send it.
You don’t need to be profound. You don’t need to be polished. You just need to show up regularly and sound like yourself.
That’s what people want to read.
Want to see how this works in practice?
Join Campion Club – my twice-weekly newsletter where I share story-led copywriting insights for small tourism businesses. I use all five of these email types (thought I write about copywriting clients, not guests). You’ll see exactly how they work.
Still stuck on starting your email list?
Download my free guide: The 6 Email Blunders That Bugger Up Bookings. It covers the mistakes that stop most tourism businesses before they even begin.
Fancy working together on your email?
I’m currently taking applications for Connection First: Email Writing 1:1 – four spots for February.
Six weeks of dedicated 1:1 support where we work together on your email strategy, welcome sequence, and finding your voice.
Applications close Monday, January 27th.
