10 Quick-Tips for better E-Mail Marketing
No matter whether you’re a dive center, liveaboard, or resort, email is your direct line to customers who have visited you or are interested in your business.
Email marketing is effective even when algorithms change or social media takes a break. Email marketing also is an effective tool for customer retention, upselling, and seasonal communication.
Here are 10 tips on typical mistakes and how to get more out of your mailings:
1. You're not collecting email addresses consistently
What you can do: Ask for emails during bookings, at your dive shop, or on your website. Offer a freebie like a dive checklist or a digital marine life guide.
What’s in for you: You build a direct line to your audience – without relying on booking platforms or social media algorithms.
Note: Always ask for explicit consent (opt-in) and make sure to comply with data protection laws like GDPR. Store data securely.
2. You rarely send emails – or not at all.
What you can do: Create a basic email plan – one email per month is enough to stay relevant.
What it brings: Keeps you in your guests’ minds, even during off-season.
Note: Every email must include an unsubscribe link. If too many people mark your emails as spam, your sender reputation suffers – and future emails may never arrive
3. You send the same email to everyone.
What you can do: Segment your list into customer groups – for example, new divers, returning guests, underwater photographers, or instructors.
What it brings: The higher the relevance which means your content fits your customers interest the better are engagement and conversion.
Note: Make sure your CRM or email tool is set up to manage segments properly and respect user preferences.
4. Your emails sound like pure advertising.
What you can do: Tell stories from your dive center – “We saw dolphins near the reef last week!”
What it brings: Builds a connection and makes your emails feel personal, not pushy.
Note: Avoid exaggerated claims or misleading promotions. Transparency builds long-term trust.
5. Your emails look boring.
What you can do: Use compelling visuals: marine life close-ups, sunsets, boat life, dive groups.
What it brings: People stay longer and are more likely to click through.
Tip: Use compressed images (smaller dimensions and file size) to ensure fast loading, especially on mobile devices.
6. Your offers are hard to spot.
What you can do: Highlight offers clearly with buttons like “Book Now” or “Download Dive Plan”.
What it brings: Higher click-through rates and more conversions.
Tip: Don’t overload the email with multiple offers. Keep it simple and focus on one or two offers.
7. Your content has no real value.
What you can do: Share useful knowledge – e.g., equalization tips, best dive sites for beginners, or reef etiquette.
What it brings: Builds your authority, positions you as an adivsor and creates reader loyalty.
Note: If you link to external sources, make sure they are trustworthy and up to date.
8. You're not using guest testimonials.
What you can do: Include real quotes from happy divers. Use first names and trip dates if possible.
What it brings: Builds trust and reduces hesitation for first-time bookers.
Note: Always get permission before publishing quotes, especially if you include names or photos.
9. Your emails don’t work well on mobile.
What you can do: Use a mobile-optimized template: single column, short paragraphs, large buttons.
What it brings: Better readability = better results. Most people open emails on their phones.
Tip: Test your email on both desktop and mobile before sending.
10. You don’t know what works.
What you can do: Use email platforms like Mailchimp, Brevo, MailerLite or even a tool like the WordPress Newsletter Plugin. Track what gets opened and clicked.
What it brings: You improve over time by learning what resonates with your audience.
Note: Store all subscriber data securely. Don’t export/import lists without proper permission logs.
Sounds complicated? It doesn't have to be.
If Email marketing sounds like a 200ft dive without proper briefing – no problem. We will help you to adress your marketing professionally: From consulting over concepts, templates or the whole email marketing service.
