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What is Email Marketing?
Email marketing is a digital marketing strategy that involves sending commercial messages, typically to a group of people, using email. In the vacation rental industry, it is used to build relationships with guests, drive direct bookings, and share relevant information.
This includes sending newsletters, special offers, booking promotions, and post-stay follow-ups. An effective email marketing program relies on a well-maintained list of subscribers who have explicitly consented to receive communications.
It serves as a direct line of communication between the property manager and their audience, independent of online travel agency (OTA) platforms.
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How it works
Property managers first collect email addresses from guests and prospects who provide explicit consent (opt-in), often through a direct booking website, an inquiry form, or during check-in. This list of contacts is then segmented based on criteria like booking history, stay dates, or inquiry status.
Using an email service provider, managers create and send targeted campaigns. These can be automated, like a pre-arrival welcome series, or manual, like a monthly newsletter with local event highlights and special offers.
Many tools available today, including features found in property management platforms like Lodgify, assist with organizing guest communication and collecting contact information through direct booking channels. Performance is tracked by monitoring metrics such as open rates, click-through rates, and conversions (bookings).
Why it matters
Email marketing is a cost-effective tool for property managers to generate direct bookings, thereby reducing commission payments to OTAs. It fosters guest loyalty and encourages repeat stays by maintaining a relationship long after check-out.
By owning the guest list, managers build a valuable business asset that is not dependent on third-party platforms, giving them more control over their marketing and guest relationships.
Examples
- A pre-arrival email sent five days before check-in with a digital welcome book, driving directions, and an offer to purchase a mid-stay cleaning service.
- A post-stay email sent two days after departure, thanking the guest, requesting a review, and including a 10% discount code for a future direct booking.
- A seasonal newsletter sent in autumn to all past guests showcasing winter holiday availability and promoting a 'book early' special rate.
- An automated 'abandoned cart' email sent to a user who started a direct booking on the property's website but did not complete the payment.
- A targeted email to guests who stayed in the previous summer, announcing that bookings are now open for the upcoming summer season.
Frequently asked questions
How do I legally collect emails for marketing?+
What is the difference between a transactional and a marketing email?+
How often should I send marketing emails to my guests?+
Related terms
Direct Booking
A reservation made directly with a property manager or host, bypassing third-party online travel agencies (OTAs) and their commissions.
Guest Communication Software
Guest communication software is a tool that centralizes and automates interactions with guests throughout their entire booking journey, from initial inquiry to…
Customer Relationship Management (CRM)
Customer Relationship Management (CRM) refers to the strategies and technologies used to manage and analyze guest interactions and data throughout the customer…
Affiliate Marketing
A marketing strategy where property managers pay commissions to external partners (affiliates) for generating bookings or leads through their efforts.