In this guide
A useful newsletter gives people a reason to return when they start thinking about their next holiday. Start with one audience, one helpful topic and one relevant page on your website. You do not need a large list to begin, but you do need permission and a clear purpose.
Your first task
Choose a page you would like more people to visit: perhaps your first-time cruise guide or family holiday collection. Check its links, enquiry form and mobile layout before sending visitors there.
A useful email in four parts
Illustrative newsletter copy; use it only if the linked guide delivers this advice.
Planning your first cruise?
Make the topic clear without a false deadline or invented offer.
Start with the choices that matter
Before comparing cabins, think about who is travelling, the space you need and the facilities you value.
Read our cruise planning guide
Visit [relevant page], or reply if you would like help comparing suitable options.
[Business name] · [contact details]
Include a clear, working unsubscribe route.
Check who you can email
For unsolicited marketing to individual subscribers, including consumers and sole traders, use valid consent or meet every condition of the products-and-services soft opt-in. You must have obtained the details directly during a sale or sales negotiation, market your own similar services, and have offered an opt-out when collecting the details and in each message. A previous booking alone is insufficient. Check your provider's additional permission requirements.
Keep the permission record with each contact. Separate unsubscribed contacts from active subscribers and retain a suppression record so an import cannot accidentally add them back.
Invite new subscribers clearly
Place a short sign-up form beside relevant content and in your footer. Use an optional, unticked choice such as:
“Email me holiday ideas and offers from [Business name]. I can unsubscribe at any time.”
Link your privacy notice. Say roughly how often you plan to send, and deliver what you promise. Do not claim exclusive prices unless they really are exclusive.
Build a reusable email
Luna Marketing is included free for every client on the Travelgenix Ignite package. Use it to build a newsletter in your branding, add live offers with links to your website, select an audience segment, send yourself a test and schedule the campaign. Emails go through your own connected Brevo account, with campaign results returned to Luna Marketing.
Connect Brevo using the setup guidance in Luna Marketing and follow the current sender verification and authentication instructions. Brevo has a free plan; any charges for your chosen Brevo plan are separate from the Luna Marketing included in Ignite. If you use another email service independently, the same planning and permission principles apply. Check current features and sending allowances before choosing a plan.
Before enabling email open or click tracking, check the tracking settings and applicable privacy requirements with your provider. Permission to send marketing does not automatically cover tracking pixels.
Use your own logo, colours and a monitored reply address. The ability to import contacts or add an unsubscribe link does not establish permission to market to them.
Use this structure: one helpful opening, one useful insight, a link to the relevant website page and an invitation to reply. Add clear sender details and an easy unsubscribe. A short email is a useful starting point, not a rule that every email must follow.
Example to adapt
Subject: Planning your first cruise
“Choosing a first cruise starts with a few practical questions: where you want to sail, how much time you have and what you would like included. Our guide helps you compare the options before looking at individual sailings.
Read our first-time cruise guide: [relevant page]
If you would like a shortlist, reply with your preferred month, departure point and approximate budget. We will help you work through the options.
[Name], [Business name] Unsubscribe from marketing emails: [link].”
Only link to a guide that actually answers those questions.
Check the list before you send
Do not include a contact until the relevant permission checks are satisfied.
Consent or every applicable soft-opt-in condition
An enquiry, booking or saved address alone does not settle every requirement.
Keep evidence of the permission
Retain the wording, date and collection method that support this use.
Remove opt-outs and uncertain records
Keep a suppression record so an old import does not add them back.
Check the sending service’s rules
A legal basis does not override a provider’s stricter permission requirements.
Run a small repeatable test
Send yourself a preview and open it on your phone. Check every button, price, date and unsubscribe link. Try a manageable cadence, such as fortnightly, then adjust using feedback and results. Track relevant visits, replies, qualified enquiries and eventual bookings; record unsubscribes and complaints too. Opens are an imperfect signal because privacy tools affect reporting.
Before your next send
Keep the theme that generated useful conversations. If people visit but do not enquire, review the destination page and enquiry process. Do not assume a different subject line will fix the whole journey.
Sources and further help
Use the official guidance below when checking settings, eligibility and responsibilities. Platform features and rules can change.
