Lodgify
Marketing

What is Newsletter Marketing?

Updated 2026-05-27

Newsletter marketing is a digital communication strategy where property managers send regularly scheduled emails to a curated list of subscribers, typically composed of past guests, previous inquiries, and website visitors. The primary goals are to nurture relationships, encourage repeat business, and drive direct bookings.

These emails contain valuable content, such as exclusive promotions, property updates, local area guides, and news about upcoming events. By maintaining consistent contact, hosts can keep their properties top-of-mind for subscribers' future travel plans, fostering loyalty and reducing dependence on online travel agencies (OTAs).

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How it works

The process begins with building a subscriber list by collecting email addresses with explicit consent, often through a direct booking website, during the check-in process, or in post-stay communications. Many property management platforms, like Lodgify, include features to help collect and manage guest contact information for marketing purposes.

This list can be segmented based on guest history, location, or interests.

Using an email marketing service, a host creates a branded template and populates it with relevant content. The newsletter is then sent to the chosen subscriber segment on a regular schedule (e.g., monthly or quarterly).

Performance is tracked through metrics like open rates and click-through rates to refine future content and strategy.

Why it matters

For property managers, newsletter marketing is a cost-effective tool for driving direct, commission-free bookings. It establishes a direct line of communication with the most valuable audience: past and potential guests.

This helps build a brand, foster guest loyalty, and promote repeat stays, creating a more stable and predictable revenue stream that is less reliant on third-party channels.

Examples

  • A seasonal promotion offering a 15% discount for past guests who book a winter stay before a certain date.
  • A monthly update highlighting upcoming local events, such as a music festival or farmers market, near the rental property.
  • An announcement of a new amenity, such as a recently installed hot tub, upgraded Wi-Fi, or a new outdoor grill.
  • A 'last-minute availability' email sent to a segmented list of previous guests who live within a 3-hour drive.
  • A travel guide featuring '5 Best Family-Friendly Hikes' or 'Top 3 Restaurants for a Romantic Dinner' in the area.

Frequently asked questions

How do I build an email list for my vacation rental newsletter?+
Collect emails with explicit consent through a sign-up form on your direct booking website, during the online booking process, or via post-stay feedback requests. You can also offer an incentive, like a free local travel guide, in exchange for an email address. Always ensure you comply with anti-spam regulations like GDPR or CAN-SPAM by getting clear permission before adding someone to your list.
How often should I send a newsletter to my guests?+
A monthly or quarterly schedule is a common and effective starting point for most vacation rental businesses. The key is consistency and providing value in every email. Sending too frequently can lead to unsubscribes, while sending too rarely may cause subscribers to forget about your property. Adjust the frequency based on how much valuable content you can create and how your audience responds.
What kind of content should I include in my vacation rental newsletter?+
Beyond special offers, include content that provides value to potential travelers. Share local travel tips, highlight upcoming events in your area, announce new property amenities or upgrades, and feature positive guest reviews. The goal is to be a helpful resource for planning a trip, not just to advertise your rental. This approach builds trust and keeps your audience engaged.
Do I need special software to send a newsletter?+
While you can use a standard email client for a very small list, it is not recommended. Professional email marketing platforms are designed for this purpose. They help manage subscriber lists, provide design templates, ensure your emails don't go to spam folders, and offer analytics to track performance like open and click rates. This is essential for professional and scalable newsletter marketing.
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