Totally fair question. If someone only books one tour and never comes back, it might feel like email marketing is a waste of time. But that’s only true if you think of email as a once-and-done “thanks for booking” message or a means to send (unhelpful) newsletters.

If you treat it like a sales tool (which it absolutely can be), it’ll start pulling its weight. And then some.

I’ve seen operators significantly increase their revenue per customer using email alone—not by sending daily promos, but by getting smart about when and what they send. Even if someone never returns for a second trip, you can still make that one visit way more profitable.

Here’s how I think about it.

The Booking Window Is Your Sweet Spot

There’s this magic window that lives between when someone books and when they actually show up. That’s the time when excitement is high, the credit card is already out, and they’re most open to saying yes to upgrades and extras.

Most operators I talk to totally miss this window. They wait until people arrive to try and sell photos or a better experience. But by then, it’s too late. People show up thinking everything is already paid for. The upsell feels like a surprise—sometimes even a bad one.

Email fixes that. It lets you warm them up, plant the seed, and give them options—before they’re standing in front of you.

Here are four specific ways to use email to increase revenue from that one customer.

Sell More Tours to the Same Customer

Let’s say someone books a zipline tour. Cool. But maybe they don’t realize you also offer kayaking or ATV rides—or that there’s a discount for bundling them.

That’s where email comes in.

Send a message a few days after booking (before they arrive) with subject lines like:

  • “Planning your day with us? Here’s a way to make it even better.”
  • “Psst… your zipline adventure just got a serious upgrade.”

Inside, give them a one-click way to add a second tour. Keep it simple. Mention the benefits (less planning, more fun, save money) and include a direct link to book.

I’ve seen operators make thousands a month just from cross-selling their own stuff. No new customers needed.

Sell Add-Ons They Missed During Checkout

Even if your booking flow offers upgrades—like a premium cocktail package, a lunch add-on, or souvenir photos—people often skip them in the moment. They’re in a hurry. They think, “I’ll decide later.”

Email is how you give them that later.

Here’s an example: someone books a sunset sailing tour but skips the photo package. A couple of days later, they get an email saying:

“Want to make this sunset one to remember? Add a pro photo package now and save 10%.”

Same thing for things like trip insurance, premium gear, or a better seat. Just like airlines do. Nobody wants to add $20 at checkout, but give them time—and a little context—and they’re more likely to say yes.

You can even turn these into automated flows so it runs in the background without you touching a thing.

Upsell the Whole Group (Not Just the Booker)

This one’s sneaky powerful.

If you collect waivers, you probably already get contact info from every adult attendee—not just the person who made the booking. That’s gold.

Let’s say Amy books for herself and three friends. But now you have emails for her, Jill, Marcus, and Diego. Amy might be done adding extras. But what about Marcus, who loves photos? Or Jill, who might want that upgraded drink package?

Send a short, friendly email to each attendee:

“Hey Marcus! We can’t wait to see you on the zipline tour. Just a heads up—if you want pro photos of your run, you can add them ahead of time and save a few bucks.”

Boom. Now you’ve turned one buyer into four potential add-on sales. All with email.

And if you think this sounds awkward or pushy, it’s not. People appreciate the heads up. It gives them control, instead of scrambling to make a decision on the spot.

Catch the Ones Who Walked Away

Most people never make it to checkout. That’s not just true for Amazon or online stores—it’s true for tours too.

They click around. They look at dates. They maybe even start booking… and then life happens. Dog barks, baby cries, Wi-Fi dies. Whatever it is, they’re gone.

But if you’re tracking website visitors (and you absolutely should be), you can use email to bring them back.

This is what’s called browse abandonment. It’s like cart abandonment, but one step earlier in the funnel—which means way more people fall into it. And way more chances to bring them back.

You can send emails like:

  • “Still thinking about that sunset kayak tour?”
  • “Quick question—did you find what you needed?”
  • “Pick up where you left off. Your seat’s still open.”

The key here is timing. Don’t wait a week. Send it within 30–60 minutes of them leaving. And don’t be shy about repeating it once or twice over the next day or two.

Even one of these browse emails converting can make a big dent in your bottom line.

Yes, email absolutely can boost your revenue—even if you never see that customer again.

But it has to be smart.

Think of it less like a newsletter, and more like a quiet salesperson who works behind the scenes. They don’t shout. They just nudge. They remind. They make it easier to say yes.

That one-time customer might only book once—but if your emails are set up right, they’ll spend more, be happier, and maybe even bring a friend next time.

Lesli Peterson
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