Yes, Fred The Emotional Photocopier Wants All The Clicks
A million years ago, I worked for six years in a busy drop-in shelter.
And we had a photocopier that I swore had a personality.
It would jam at least once a day.
So, I learned that I just needed to give the old photocopier a minute. Open the doors in the front. Let it breathe a little. Look inside, make a bit of a fuss. And then I’d close everything up, give it a reassuring pat, and it would grudgingly start working again.
eak down the key elements of a high-performing travel email—subject lines, CTAs, images, and the storytelling sweet spot.
Let’s be real: your last email looked great.
Beautiful banner photo of a jungle bungalow? Check.
Well-spaced text and your brand’s colors? Check.
A call-to-action that says “Learn More”? Sigh. Check.
And yet… no one clicked.
No clicks. No bookings. No curious wanderers flooding your DMs asking about that 3-night Amalfi Coast itinerary. Just silence.
So what happened?
Well, here’s the bad news: pretty doesn’t equal persuasive.
Here’s the good news: you can fix this—without becoming a sleazy marketer or an email “growth hacker” who lives in a hoodie and drinks too much cold brew.
Let’s take your email apart—and put it back together using anatomy that actually gets clicks, books trips, and earns fans.
So, follow the Emotional Photocopier’s advice for your emails. Care a little more, and treat your readers like real people.
1. Subject Line: Your Flirty First Impression
Most travel emails die here. They don’t even make it past the lock screen.
Why?
Because the subject line sounds like it was written by a corporate intern with a tourism thesaurus:
“Escape to Paradise This Summer”
“Special Offer Inside”
“Plan Your Next Adventure”
YAWN. The trash icon is calling.
A good subject line is a little bold, a little weird, and a lot specific. It piques curiosity or offers value. Or it just sounds human.
Try these instead:
“I made this mistake in Mexico (don’t be me)”
“The 5-second rule that changed how I pack forever”
“Don’t book your next trip until you read this”
Remember: your subject line doesn’t sell the trip—it sells the click. Your job here is to stop the scroll.
2. Preheader Text: The Sneaky Sidekick
You know that little line of text under the subject line in your inbox? That’s your preheader. And too many travel brands waste it with:
“Can’t see this email? Click here to view in browser.”
No one’s clicking to view your email browser version. You’re not a tech newsletter from 2003.
Use this space to extend your hook, tease the benefit, or layer in personality:
Subject: “You’re invited: Croatia, cocktails & chaos”
Preheader: “And no, this isn’t another boring group tour.”
Treat your subject + preheader like a comedy duo: setup and punchline.
3. Opening Line: Skip the Throat Clearing
Please, for the love of travel gods, don’t open with:
“We hope this message finds you well.”
You’ve already lost the reader. Your email should start like a friend who just sat down across from you at a bar and said:
“Okay. You’re not going to believe what happened in Lisbon.”
Boom. Now we’re reading.
Set a scene. Crack a joke. Drop us into a moment. Let your personality do the heavy lifting. No small talk. Get to the good part.
4. Body Copy: Tell a Damn Story
This is where most travel emails fall flat.
They inform. They describe. But they don’t connect. They forget the most powerful marketing tool of all: a good story.
Your readers don’t want “amenities.” They want moments. They want to feel something.
Instead of:
“Our boutique hotel features private plunge pools, modern décor, and daily breakfast.”
Try:
“You’ll wake up to the sound of waves, pad barefoot to your private plunge pool, and wonder why you ever stayed in a chain hotel. (Breakfast is banana pancakes with rum syrup. You’re welcome.)”
Story makes your email irresistible. It pulls the reader forward. It makes the offer real, tangible, and unforgettable.
5. The CTA: Stop Saying “Learn More”
“Learn more” is the beige paint of calls-to-action. Technically functional. Emotionally dead.
Your CTA needs energy. It needs to hint at what they’re getting and why they should care now.
Instead of “Book Now” or “Learn More,” try:
“Show Me the Secret Spots”
“I’m Ready for Sunshine + Sangria”
“Yes to This Ridiculous Adventure”
A good CTA finishes the emotional sentence that started with your subject line. It gives the reader a next step that feels good.
6. Images: Use Fewer. Make Them Count.
One gorgeous, atmospheric photo will beat five generic ones every time. Avoid stock images that feel like they were shot on an iPhone 4.
Your photo should transport the reader—not just decorate the layout.
Better yet? Add a caption that creates intrigue:
“This isn’t the best view in town. It’s the one the locals won’t tell you about.”
If your image makes the reader want to be there, you’ve already won.
7. Your Voice: The Secret Ingredient
This is where most travel emails sound like they were written in a beige conference room. They forget the one thing readers actually connect to:
A real, recognizable voice.
It doesn’t have to be funny (though it helps). It just has to be you. A little quirky. A little opinionated. 100% not boring.
Examples:
“We don’t do bland tours with headset guides. We do back-alley wine bars and conversations with people who still write postcards.”
“If your idea of a ‘relaxing’ vacation involves zip lines, tacos, and one very forgiving travel insurance policy—we got you.”
Voice is what separates you from Expedia. And it’s what turns casual readers into die-hard fans.
Final Boarding Call
If your emails aren’t getting clicked, don’t blame the algorithm. Don’t blame your subject matter.
Blame the fact that most travel emails read like leftovers from a tourism board meeting.
Instead:
💥 Be bold in the subject line
💥 Be human in the body
💥 Be specific with your CTA
💥 Be unforgettable in your voice
Because when your email feels like a joy to read—not a chore to delete—clicks follow naturally. And so do bookings.
Time to stop sending “meh” emails. Let’s write ones that make people pack their bags.