Your food and wine tour business lives or dies on repeat customers and referrals—but email is the fastest way to turn one-time tasters into loyal repeat bookers. Without a subscriber list, you're leaving money on the table every time someone forgets your brewery name or doesn't save your seasonal tasting menu.
Why Email Works for Tour Operators
Email subscribers are warm leads with proven interest. Someone who signs up for your newsletter after a tour has already experienced your brand, tasted your curated selections, and engaged with your guides. That's gold. They're far more likely to book again, refer friends, or buy merchandise than a cold prospect.
Unlike Instagram or Facebook—where algorithms control what your followers see—email goes straight to the inbox. A tour operator sending a "Spring wine harvest preview" or "New IPA release party" email to 500 subscribers will reach all of them, not just a fraction. That's control.
Build Your List From Day One
Capture emails during bookings. When someone books a food tour through your website or booking system, add an opt-in checkbox: "Keep me updated on new tours, exclusive tastings, and brewery events." Most people will check it. Aim to convert 60–70% of bookers into subscribers.
Use a landing page. A simple one-pager offering something free—a downloadable PDF of "10 Must-Try Local Breweries" or a $10 discount code on the next group tour—converts curious visitors into subscribers. Expect 8–15% of landing page visitors to sign up if the offer is genuine.
Add QR codes at your tasting locations. Place a printable QR code at the end of each tour that links to a signup form. Something like "Scan for exclusive behind-the-scenes brewery content + your next tour discount." Mobile signups are frictionless; capture 2–5 emails per group tour this way.
Leverage your guides. Train staff to mention the email list as tours wrap. A verbal recommendation from a guide who just spent three hours with a group carries weight. Have them hand out cards with a signup link or QR code.
Run a referral incentive. Offer $15 off a future tour for every friend a subscriber refers who books. This transforms your list into a growth engine. You'll likely see 15–20% of your list make a referral within three months.
What to Actually Send
Don't just blast promotions. Subscribers tune out generic "book now" emails within weeks.
Seasonal tour announcements (1–2 per quarter): "Fall harvest tours are live—10% off bookings before August 31st."
Behind-the-scenes content (2–3 per month): Photos from a recent harvest day, an interview with a winemaker, or a brewer's story about their signature IPA.
Educational tips (monthly): "How to pair food and wine in 60 seconds" or "Why barrel-aged beers taste smoother."
Exclusive previews (quarterly): Early access to sold-out tours, VIP tasting events, or merchandise drops before the public launch.
Highlight customer reviews (monthly): Share a real testimonial from a recent tour—"Sarah and her team made our brewery crawl unforgettable!"—with a booking link.
Send on a predictable schedule. Tuesday or Thursday mornings (10 AM local time) tend to perform well. Consistency builds habit; subscribers expect your email and open it.
Tools and Growth Timeline
Use Mailchimp (free up to 500 contacts), ConvertKit, or Klaviyo ($20–50/month). You need automation: welcome sequences that trigger when someone signs up, and reminders 48 hours before a booked tour.
Realistic growth: A small food tour operator with 10–15 tours per month can build 200–400 email subscribers in 3 months using the methods above. In 12 months, 800–1,500 is achievable without paid ads.
Listing your tours on Mercoly also helps you get found by new audiences, win qualified leads, and sell tours or related products—all while building your email list from bookers who discover you through the platform.
Frequently Asked Questions
Q: How often should I email my list? Aim for 2–3 emails per month. More than weekly risks unsubscribes; less than monthly and subscribers forget you exist. Test and measure open rates to find your sweet spot.
Q: What should my welcome email say? Send it immediately after signup. Thank them, set expectations ("You'll hear from us twice a month with exclusive offers and stories"), and include a clear next step like a link to your current tour calendar or a discount code.
Q: Can I use email to sell merchandise or wine bottles? Absolutely. Segment your list: send exclusive product offers only to past tour bookers, not your full list. Wine or brewery merchandise can add 10–20% to your annual revenue if positioned correctly.
Start building today—your next repeat customer is one email away.