The problem
Schools plan summer trips in January and clubs plan Christmas outings in September, and they book whoever they think of first. An operator with 400 past organizers who never hears from them between trips leaves that to chance. If two well-timed emails a year brought 6 extra trips at $865£650€774A$1,248C$1,222 that's $5,187£3,900€4,641A$7,488C$7,332 of work a year.
What the AI does
Brevo is an email marketing platform. Its site lists a drag-and-drop email editor, sign-up forms, contact segments and an AI tool for drafting email copy. Import the organizers who have booked with you before, split them into schools, clubs and other groups, and send each a short email at the right time: popular dates, coach sizes and how to get a quote. Every email needs your details and an unsubscribe link, and you check the AI draft before it goes.
A worked example
A 6-coach operator in Lincolnshire with about 400 past group organizers in its booking records: schools, sports clubs, churches, care homes and social clubs.
Before
No contact with 400 past organizers between trips; work comes from whoever remembers the operator
After
Two emails a year to each segment, in January and September, bringing about 6 extra trips a year
What it's worth
About $108£81€96A$156C$152 a month in profit, averaged over the year, if the emails bring 6 extra trips a year at $865£650€774A$1,248C$1,222; that's an assumption to track. It is $5,187£3,900€4,641A$7,488C$7,332 a year, $432£325€387A$624C$611 a month, at an assumed 25% margin. Brevo's free plan sends up to 300 emails a day once approved, so 400 emails go over two days; Starter is $8£6€7A$12C$11 a month with the Brevo logo, and Standard $17£13€15A$25C$24 without it.
How to set it up
- Export past organizers from your booking records, with the school or club name and the person's work email.
- Import them into Brevo and split them into schools, clubs and other groups.
- Draft each email with Brevo's AI tool, then rewrite it in your own words with your real coach sizes and dates.
- Send in early January for summer trips and in early September for Christmas outings.
- Track replies and quote requests from each email, and remove anyone who unsubscribes or bounces.
What goes wrong
- Email only organizers who have booked or asked for a quote before, give a clear unsubscribe link every time, and keep a record of where each contact came from, as UK GDPR and PECR expect.
- School staff change jobs. Use the school's office address where the organizer has moved on.
- AI drafts can invent a discount or a coach you don't have. Check every line before sending.
- On the free plan, Brevo approves accounts before sending, so set it up weeks before the season.