The travel and tourism industry is one of the largest industries in the world today. According to Statista, it brings in more than $8 trillion to the global economy. As well as this, the industry is responsible for approximately 1.3 billion tourists across the globe.
These numbers make one thing crystal clear: people love to travel. Who doesn’t like going on a vacation from time to time, right?
One of the best ways to take advantage of this is through email marketing, the one channel that offers an ROI of 4,400%.
In this post, we’ll walk you through five different ways you can use email marketing to drive bookings to your vacation rental spot.
Treat new subscribers like they’re already guests
So, roll out the red carpet for new subscribers and treat them like they’re already honored guests. Send them a welcome email with a personalized subject line and greeting.
Encourage them to book your vacation rental by including high-quality pictures of your property in the email. You can also think about including a shortlist of activities they can enjoy while staying at your rental.
Create visual emails
When it comes to email design for the travel and hospitality industry, it’s best to keep text to a minimum. As important as text content is for email marketing, text often can’t accurately convey what prospective guests can experience when they stay at your property.
This is why you should focus on images instead.
Include high-quality photos in your emails, but avoid stock images. It’s much better if you include actual photos of your vacation rental.
When prospective guests see these images in your emails, it will be much easier for them to visualize the experience. This will, in turn, increase the likelihood of them booking with you.
Inspire your prospective guests to travel
From mountain lodges to lavish resort hotels, there are countless places for guests to stay anywhere in the world. With all these options, it can sometimes be difficult for people to choose.
You can help prospective guests make that decision. Through email marketing – in particular – your newsletter, show them why your property is the best choice for their vacation.
Source: Campaign Monitor
Don’t hesitate to show prospective guests beautiful images of your property and its amenities. If your property is near a beach, mountain, or hillside, feel free to share images of the surrounding scenery. If there are activities that guests can experience, include images of previous guests participating in these activities.
By sharing these types of images, you can quickly capture people’s imagination. It will be easier for prospective guests to imagine the fun and relaxation that they’ll be enjoying at your property.
Offer limited-time deals during the off-season
Seasonality is a reality for the vacation rental industry — whether your property is a beachfront house or a ski lodge. While you certainly have peak seasons, you also experience off-peak seasons where few or a limited amount of guests stay at your property.
You shouldn’t let the low turnout discourage you. The off-season presents the perfect opportunity for you to think of unique marketing strategies. Off-season marketing allows you to build momentum for your next peak season by keeping your business top of mind with your subscribers.
To generate excitement, offer prospective guests a limited-time discount to stay at your vacation rental during the next peak season. For example, you can offer prospective guests a hefty 40% off their total rate if they book within the next 48 hours.
Source: Campaign Monitor
When you set such a tight deadline, you tap into consumers’ fear of missing out (or FOMO). Prospective guests will worry about missing out on such a great deal — so much so that they’ll likely book within the 48-hour time limit.
Like the example above, you can even add a countdown to your email to reinforce the idea of urgency and that time is running out. This will further encourage prospective guests to act fast!
Adopt a “mobile-first” email design strategy
Approximately 50% of all email opens happen on mobile. There’s a good chance that your prospective guests are opening your emails on their smartphones. This is why you need to make sure that your emails render perfectly on mobile. If they don’t, they might end up deleting your emails within seconds.
Don’t worry, though – it’s not as complicated as it seems. You don’t need to be an email development expert to design mobile-friendly emails. All you need are mobile-responsive email templates. They are already optimized to render across a variety of devices, which means you can create stunning, mobile-friendly emails in moments.
To wrap up
There you have it, five ways you can effectively maximize email marketing for your vacation rental property! The vacation rental industry is a crowded landscape, so you’ll always face a ton of competition. By correctly applying these tips to your email marketing strategy, not only will you stand out from the pack, but you’ll also see an influx of guests at your vacation rental.
About the Author
Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.