How to Use Email Marketing to Extend the Zoo Experience Beyond the Gates

Zoos and aquariums offer incredible opportunities for people to connect with wildlife and create memories with their children and loved ones. 

Whether it’s their child’s first encounter with a giraffe, their first time seeing a lion’s paw up close, or everyone laughing together at the penguinarium as the penguins zip through the water, most people leave the zoo feeling joyful, connected and inspired. These moments create deep, emotional connections with wildlife and conservation.

But what happens once guests walk out the gates? That feeling of connection and inspiration will fade, unless intentionally nurtured by you. 

Post-visit communication is a wonderful, often missed, opportunity for zoos and aquariums to connect with visitors beyond the gates. 

How do you do this? Email marketing, of course!

The Problem: A focus on one-sided marketing efforts

Most zoo/aquarium marketing efforts focus on getting people into the zoo. 

But what happens after they exit the zoo (or aquarium)? 

Very few, if any, zoos and aquariums have a strategy for communicating with their visitors after they visit. But this is when visitors are feeling most inspired, so why not use that inspiration to build a relationship?

Without a follow-up email to zoo and aquarium visitors, you miss out on opportunities to build long-term relationships that can lead to memberships, donations, and advocacy. 

The Solution: Create a post-visit email journey for each visitor

An email journey is a series of 3-5 pre-written emails that are sent automatically when cued.

A thoughtful post-visit email journey for zoo and aquarium guests can help you ensure that your zoo’s story continues in their minds long after the day is done. It allows you to nurture an emotional connection with visitors after they leave. 

What kind of post-visit email journey will depend on their status within your system. First time visitors will be one segment of your email list and members should be a another segment. 

Step 1. Start with a warm “Thank you for Visiting” Email to your zoo visitors

Send a personalized email within 24 hours of each guest’s visit. Include a heartfelt thank you, a photo of an animal they likely saw, and a message that reminds them how their visit supports wildlife conservation. 

Note, if they are one-time visitors, they should get one version of the thank you email that refers to them as guests or visitors and if they are members, they should get another version of the thank you email that refers to them as members. 

Pro Tip: Include a CTA at the end of the email. 

Add a “Stay Connected” button that invites them to subscribe to your monthly Zoo newsletter if they are one-time visitors or a discount to become a member. 

Add a “Download our zoo coloring pages” button or a coupon code for the gift shop or whatever your team decides for members. 

Step 2. Send a second email to one-time visitors and share a behind-the-scenes story

A few days later, share a story that deepens your connection with one-time visitors. For example, share a “Note from the Keepers” story, introduce a new habitat, or share a conservation partnership your zoo has for one of your most charismatic species (i.e. lions, cheetahs, giant pandas, etc.).

When visitors feel like they are part of your zoo’s story, they’re more likely to stay engaged. 

Note: Members don’t need another email, as they should already be receiving your newsletter and other email communications. 

Step 3. Send a third email and offer meaningful next steps to one-time visitors

After storytelling comes invitation. A few more days later, send a third email that encourages guests to take a small action, like joining your email list, becoming a member, adopting an animal, or attending an upcoming event. 

Use copy that frames each invitation around their impact. For example, “Your support helps us care for more than 1,000 species here at the zoo.” 

Note: Members don’t need this email, as they are should already be on your email list. 

The Payoff: Visitors become engaged advocates 

When you connect with guests through post-visit email storytelling, you transform momentary excitement into long-term engagement.

Visitors will feel valued and inspired and they will look forward to planning their next trip to visit and, who knows, next time they may just buy the membership! 

Email is one of the most powerful, underutilized tools zoos and aquariums have to nurture relationships with guests, members, and donors. When used correctly, it can transform a single visit into a lifelong connection.  It pays to focus on email marketing. 

The truth is, your zoo’s story shouldn’t end at the exit gate. In fact, it should be seen as just the beginning because it has the power to make visitors feel valued and inspired, which is what turns them into members, donors, and champions for your mission.  

Ready to create a post-visit email journey for your zoo or aquarium’s visitors? Let’s build it together.