Effective Email Marketing: A Guide for Short-Term Rental and Hotel Owners

Are you a short-term rental owner or luxury hotel manager looking to increase direct bookings and improve your returning guest rate? Email marketing is your best bet to connect and convince new guests and previous guests alike. In today's digital era, with more than half the world's population utilizing email, the right email marketing strategy can significantly improve your relationship with guests and prompt them to return. Plus, the return on interest (ROI) is significant, with every $1 spent on email marketing bringing you $40 in return. Let's explore how.

Understanding the Power of Email Marketing

Email marketing is not just about sending out a monthly newsletter or promotional offer; it's about maintaining regular communication with your guests, sharing valuable information, and fostering a genuine relationship. It's an opportunity to showcase your unique offerings and remind guests of the memorable experiences they've had with you.

Why is Email Marketing Important for the Hospitality Industry?

Building Relationships:

Email is the safest, most guaranteed direct line to your guests. It allows you to communicate directly and personally with someone who trusts your brand, unlike social media where messages can get lost in the complexity of algorithms or be missed altogether if the platforms go down (which has happened!) Plus you “own” your content. Email gives you complete autonomy with your messaging, ensuring the relationships you are working to build with your guests has a strong foundation that will continue to grow.

Retention:

Retaining an existing customer is much cheaper than acquiring a new one. An engaging email can remind guests of the excellent time they had during their stay with you and encourage them to return.

Personalization:

Email marketing allows for segmentation and personalization, meaning you can tailor your message to specific demographics, travel purposes, and previous guest preferences.

Building Your Brand:

Utilizing email as a direct line to your guests is a great way to allow them to get to know your brand more intimately. You can share property updates, local events, or service improvements you may be integrating, creating buzz around your property and ultimately engaging and booking your target market.

Email Marketing Tips for Short-Term Rentals and Luxury Hotels

Automate Where You Can:

Utilize an email marketing user flow, also known as an email sequence or email funnel, to target your audience in a series of pre-designed emails that are automatically sent to a subscriber based on certain triggers or timelines. The idea behind a user flow is to engage subscribers at different stages of their relationship with your brand, gradually guiding them from awareness to consideration, and eventually to conversion and loyalty. For most properties, sending 1-2 emails per week when a person initially subscribes is the sweet spot for getting your audience to notice you. You can then swap to 2-3 times per month, sending out a regular monthly newsletter and 1-2 property updates or exclusive specials to keep your property front and center in guests' minds. But remember, these are just guidelines. Every audience is different, so it's important to test different sequences and cadences to see what works best for your audience. Also, always monitor your metrics (open rate, click-through rate, unsubscribe rate, etc.) to ensure you're not sending emails so frequently that it leads to subscriber fatigue and higher unsubscribe rates. 

Personalize Your Messages:

Include guests' names and refer to their previous stays or preferences. People tend to remember things they see more than things they read, so draw on your guests' emotional connection with your brand by incorporating personalized visuals into your emails. Consider incorporating social listening tools to find out what exactly your guests' desires are to ensure your message resonates on a deeper level, creating a more memorable impression and fostering a stronger bond with your brand. Remember, it's not just about what you say; it's also about how you visually express it. Tailored visual storytelling (think beautiful photography and video featuring the best parts of your property) can powerfully evoke emotions, stir memories, and inspire action, elevating your email marketing effectiveness to new heights.

Offer Relevant Content:

One study showed that in the wake of the pandemic, subscribers are much more likely (up from 15% in 2021 to 32% in 2023)  to find emails valuable if it includes meaningful content and provides assistance beyond mere financial benefits. Consider including a “ best of guide” to the city your property is in, surveys for past guests to rate their stay or visual content such as videos showcasing your property’s best features to pique potential guests' interest and leave them wanting more.

Offer Exclusive Deals:

Tempt guests to return by offering special rates or exclusive amenities that aren't available to the general public. Up the ante by offering cross-promotions from within the community perhaps with a local restaurant or spa.

Utilize Storytelling:

Share stories about your property or area to create a connection with your guests. Consider using a real person via influencer marketing to implement personalized images and content to connect to your guests. You could give them a sneak peek behind the scenes of daily operations, perhaps highlighting a staff member or sharing your property’s history.

Crafting effective email campaigns takes time and testing, but the rewards are worth the effort. While it is important to take the time to understand your audience, tailor your content, and create meaningful interactions through email campaigns, it is just as vital to spend time and dedicate resources to your overall marketing strategy. A successful email marketing campaign stems from having a clear and cohesive comprehensive marketing plan for your property. 

Need help getting started?

Download our free host email templates to kickstart your email marketing funnel and build meaningful relationships with potential guests. By using our templates as a starting point, you can craft effective emails that engage your audience, nurture relationships, and turn potential guests into loyal customers. Start your journey towards more impactful email marketing today, and watch as your ROI soars.