You are working tirelessly to bring in visitors, whether you’re curating engaging exhibits of your museum, offering immersive tours of your destination, or highlighting breathtaking landscapes along your byway. But once visitors leave, will they ever visit again?
Like many organizations, you are probably focusing on developing compelling social media content or investing in traditional advertising. But did you know that one of the most powerful tools for long-term engagement and support is email? A well-maintained email list can turn one-time visitors into repeat guests, loyal donors, and enthusiastic advocates for your mission.
Unlike social media, where algorithms decide who sees your posts, email gives you direct access to the people who care about your site. It’s a personal, reliable way to share updates, promote upcoming events, and drive revenue through donations, ticket sales, or gift shop purchases. In fact, organizations that actively use email marketing see better engagement and conversion rates than those relying solely on social media. If your museum, byway, or historic site isn’t using email to its full potential, now is the time to start.
Email and the Engagement Funnel
Think of your marketing as a funnel—one that guides potential visitors and supporters from awareness to action. Your communications should act as the pathway, helping them transition from casual interest to active advocacy and loyalty for your organization.
Awareness Phase
Someone discovers your museum or byway through advertising, a social media post, a search result, or a brochure at a visitor center. They may visit your website to learn more or to decide if they want to visit.
One of your main goals during the Awareness Phase is to capture their email address. If you are successful, they move down the funnel to the Engagement Phase.
Engagement Phase
Once a constituent has joined your email list, you have a reliable way to continue the conversation. You can set up your email provider (Constant Contact and MailChimp are the most popular) to send a welcome email series; after that, send periodic updates about upcoming exhibits, partner news, or special events.
If you have the capability, consider segmenting your email list to provide personalized content based on each subscribers' interests. This tailored approach keeps your audience engaged and increases the likelihood that they will take the next step, moving down the funnel to the Conversion Phase.
Conversion Phase
"Conversion" is a marketing term that means turning a potential visitor or supporter into someone who takes a desired action, such as purchasing a ticket, registering for an event, making a donation, or signing up for a membership. It’s the point where interest turns into commitment, bringing them one step closer to becoming an active participant in your organization’s mission.
Offering exclusive promotions, behind-the-scenes content, or compelling stories about your site’s impact can help encourage conversions. Personalized messaging based on their interests—such as recommending specific exhibits, trails, or experiences—can also make them more likely to take the next step.
Loyalty & Advocacy Phase
The best email strategies don’t stop after a single visit. Ongoing communication helps strengthen relationships, turning first-time visitors into dedicated supporters. Follow-up emails can invite them to become members, renew their participation, or contribute to fundraising efforts. Sharing user-generated content, testimonials, or insider perks can further solidify their connection to your organization. Over time, engaged visitors become advocates—championing your mission, bringing friends and family, and spreading the word about your site through reviews and social media.
Why Email Is a Must for Heritage Organizations
1. You Own Your List (Unlike Social Media)
Social media is a great tool for reaching new people, but it comes with risks. Algorithms control how many people see your content, and your followers don’t always see your posts. With email, you own your audience, and you can control what messages they receive and when.
2. Email Converts Better Than Social Media
Email consistently outperforms social media when it comes to engagement and action. According to marketing studies, email has an average open rate of 20-30%, while organic social media posts often reach less than 5% of followers. Plus, people are more likely to donate or make a purchase through an email link than through a social media post.
3. It Helps You Build Relationships Over Time
Heritage tourism often involves seasonal or once-in-a-lifetime visits. A visitor may love your museum or drive your scenic byway, but without ongoing communication, they may forget to return. Sharing your updates, stories, and reasons to visit again keeps you top of mind.
4. It Supports Fundraising & Retail Sales
For museums and heritage sites, emails should not be limited to event reminders. They should also:
Promote gift shop items (local crafts, books, unique souvenirs)
Encourage donations and memberships
Highlight behind-the-scenes stories that connect people emotionally to your mission
Announce special experiences like guided tours or exclusive workshops
Ask for feedback in the form of polls or open-ended questions
5. It’s Cost-Effective
Email marketing is one of the most affordable ways to reach your audience. Compared to print mailers or paid ads, email costs very little but can generate a high return on investment, especially when used strategically.
How to Grow & Use Your Email List Effectively
Make It Easy to Sign Up
Add a sign-up form to your website, offer incentives (like a free digital guide or discount on a ticket), and collect emails at events.
Segment Your List
Not all subscribers are the same. Consider sending different emails to donors, past visitors, and potential new supporters.
Send Valuable Content
Don’t just ask for donations or promote sales. Share engaging stories, historical insights, travel itineraries, and exclusive content.
Be Consistent
Whether you send emails weekly or monthly, keep a reliable schedule so people expect and look forward to hearing from you.
For heritage tourism organizations, email is not outdated—it’s essential. It allows you to build relationships, drive revenue, and keep your mission in front of people who care. If your museum, byway, or historic site isn’t actively using email, now is the time to start. Your future visitors and supporters are waiting to hear from you!