I recently was having a conversation with a dive shop owner who is a prospective client and was asking them about their efforts so far to build their online presence. If they have ever hired an SEO firm before, how old their website is, how big their social media followings are, and how big their email subscriber list is. He knew the questions to the first few questions, but said he had never considered building an email list.
Newsletters are incredibly valuable in the tourism industry for being able to reconnect with past clients as well as people who were interested in diving with you but had put it off until next year. Think about it. Someone is cruising the web and comes across your website. It peaks their interest. They say, “Hey, diving in Costa Rica or Rangiroa, or where ever, seems fantastic. I want to save up some money and then make that trip.” Six months later when they get some money saved up they hop unto google and search up diving in (insert your location here), and your site doesn’t come up in the top 3. Chances are they never find their way back to your site and well, you just made your competitor a customer.
On the other hand, if you have an opt-in form on your site and they sign up to the email newsletter and you make contact every month or so, well chances are they will remember your dive shop name instead of the location. If they don’t do that then they may just reply back to one of your newsletters and boom, they are yours!
There are multiple ways to implement these forms into your website seamlessly that aren’t pushy or distracting. Growing your email subscribers list will grow your dive shops brand as well as your business.