The problem
Ski schools lose a large share of demand after the first visit. The guest compared times, got distracted, or meant to finish on a laptop later. If you only send one generic newsletter, you never reconnect the thread they started.
When this works
Use a sequence only for people who showed intent: clicked lesson pricing, opened the booking widget, or abandoned checkout. Do not blast the same three emails to everyone on your list; that trains people to ignore you.
Email 1: confirm what they looked at
Send within a day. Subject and first line should name the product: the lesson type, date window, or age group they viewed. One clear button: complete booking or pick a time. No unrelated offers.
Email 2: remove the usual friction
Two days later, answer the questions that stop bookings: what to bring, meeting point map link, weather policy, how to add a second child. Keep it short. Same primary call to action as email 1.
Email 3: deadline or scarcity that is real
If early-bird pricing, group caps, or holiday weeks actually end, say so with a specific date. If nothing is scarce, offer a human touch: reply to this email and we will hold two spots for 24 hours. Fake urgency backfires in small markets.
Compliance and trust
Only mail people who opted in or who abandoned a transaction where your policy allows follow-up. Always include unsubscribe. Ski guests talk; respect beats extra sends.
Takeaway
Three focused emails beat one vague reminder. Mirror the product they almost bought, reduce friction, then give a truthful reason to decide now.