5 Email Campaign Ideas For STR Bookings

Email marketing is one of the most cost-effective ways to boost bookings for short-term rentals (STRs). For every $1 spent, you can expect a return of $36–$44. By targeting the right audience and using personalized strategies, you can drive direct bookings, build guest loyalty, and stand out from big platforms.

Here’s a quick breakdown of five email campaigns that work:

• Welcome Offers: Entice new subscribers with discounts or perks like early check-in. Send within 24 hours of signup for the best results.
• Limited-Time Promotions: Use urgency to fill your calendar during peak or off-seasons. Highlight seasonal events or offer early-bird discounts.
• Local Event Highlights: Promote your property as the ideal stay for nearby festivals or conventions. Start early and follow up closer to the event.
• Property Updates: Announce upgrades like a new hot tub or smart home features to re-engage past guests.
• Local Area Guides: Share travel tips, hidden gems, and seasonal activities to position yourself as a helpful host.

These campaigns work best when personalized and timed strategically. For example, emails sent on Tuesdays or in the morning often perform better. Keep your content relevant and engaging to maximize your results.

Boost Bookings: Email Marketing for Short-Term Rentals

1. Welcome Offer Campaign

A welcome offer campaign is designed to engage new subscribers who’ve shown interest in your property but haven’t taken the leap to book yet. These could be visitors who signed up for your newsletter, downloaded an area guide, or asked about availability without completing a reservation.

Target Audience

This campaign focuses on new visitors to your website or listing who might need a little extra encouragement to book. They’re already somewhat familiar with your property, but a thoughtful nudge could turn them from curious browsers into confirmed guests.

Purpose of the Campaign

The primary goal is to build trust and motivate immediate bookings. A well-crafted welcome offer can make potential guests feel valued and appreciated, creating a strong first impression.

Your email should showcase what sets your property apart while giving a clear reason to book sooner rather than later. Ideas for offers include a 10–15% discount for first-time guests, complimentary early check-in, or a welcome package featuring local goodies and essentials.

Timing and Seasonality

Timing is everything. Send your welcome offer within 24 hours of signup to take advantage of their initial interest. Keep in mind that business travelers often check emails during work hours, while leisure travelers tend to browse in the evenings or on weekends.

Seasonality also plays a big role. During busy travel periods, highlight limited availability and create urgency. In quieter times, focus on the value and unique experiences your property offers, like local events or seasonal activities.

To make your offer stand out, personalize it. Address recipients by name and mention how they discovered your property. Include photos of your welcome amenities or local treats to give them a taste of what awaits. This personal touch not only makes your offer more appealing but also lays the groundwork for future campaigns to deepen guest engagement.

2. Limited Time or Seasonal Promotion

Once you've built trust with a welcome offer, the next step is to tap into the power of urgency. Limited-time and seasonal promotions are perfect for sparking immediate interest and driving bookings during peak travel times. These campaigns align naturally with travel patterns, making them a great way to fill your calendar quickly.

Target Audience

This approach works well for two groups: who might need an extra nudge to book and who could be tempted back. Seasonal events, holidays, or even local happenings can inspire interest and lead to bookings.

Purpose of the Campaign

The main goal here is to create urgency. Limited-time offers encourage guests to act fast, helping you fill gaps in your calendar and secure advance bookings. For instance, you could run an "Early Bird" promotion offering 10% off summer rentals booked before March 31 with the code 'EARLYBIRD.' Or, try a 'Summer Kick-Off Deal' with 15% off for stays booked between April 15 and May 22 using 'SUMMERSTART'. End-of-season discounts are another great way to attract last-minute travelers, while holiday-specific deals can appeal to those planning festive getaways.

Timing and Seasonality

Timing is everything. Research shows that emails sent on Tuesdays often see the highest open rates, while Thursdays tend to convert better. For the best results, send emails at 8 a.m. for strong open rates (20.32%), 4 p.m. to maximize orders, or 5 p.m. to boost click-through rates.

Plan your promotions around local booking trends. Launch summer deals in late winter or early spring, holiday offers well in advance, and end-of-season discounts as peak travel periods wind down.

3. Local Event Highlights

Incorporating local events into your email marketing strategy can be a game-changer for driving direct bookings. Events like music festivals, sports tournaments, and conventions naturally increase demand for short-term rentals. By positioning your property as the perfect spot for event attendees, you can attract guests looking for convenience and proximity - and often willing to pay premium rates.

Target Audience

Your focus should be on travelers attending these events who are actively searching for nearby accommodations. These guests value convenience and are often ready to pay a bit more for it. Additionally, consider targeting past guests who have shown interest in local happenings or cultural experiences. Subscribers who’ve expressed curiosity about your area are also prime candidates for event-based campaigns. Sharing insider tips and event-specific perks can make your property stand out while boosting repeat bookings.

Purpose of the Campaign

The goal of these campaigns is twofold: to maximize revenue during high-demand periods and to establish your property as the go-to choice for event stays. Historical data shows how impactful this can be. For example, Taylor Swift's European concerts created a booking frenzy, with American travelers making up nearly a third of the bookings. This surge brought an estimated $77 million in economic impact, with properties that planned ahead capturing a significant share of the demand.

By highlighting your property as a premium option for event-goers, you not only capitalize on heightened demand but also build a reputation as a knowledgeable and reliable local host.

Timing and Seasonality

Timing is everything when it comes to event-driven campaigns. Start reaching out weeks in advance to attract early planners, and follow up with urgency-focused messages as the event approaches. Data shows just how powerful this strategy can be - Taylor Swift’s tour dates, for instance, triggered a staggering 1,300% increase in Airbnb searches.

Creating an annual calendar of major local events is a smart move. Include big draws like music festivals, sports championships, and conventions, but don’t overlook smaller recurring events like farmers markets, art walks, or seasonal celebrations. These smaller events can also bring in steady business throughout the year.

When crafting your emails, be sure to include key details like your property’s proximity to event venues, parking options, and amenities. Sharing practical information not only helps your guests but also reinforces your property’s appeal as the ideal event accommodation.

4. Property Feature or Upgrade Announcement

When you’ve made exciting upgrades to your property - like adding a hot tub, revamping the kitchen, or integrating smart home technology - it’s the perfect opportunity to reconnect with past guests. These enhancements not only improve the guest experience but also give you a great reason to reach out and inspire repeat bookings.

Target Audience

The best audience for these campaigns? Your past guests. Tailor your messaging based on their previous booking types. For example, highlight romantic upgrades like a cozy outdoor fire pit for couples, or showcase family-friendly additions such as a play area or bunk beds for families. This personalized approach shows you remember their preferences and appreciate their loyalty, making them more likely to return.

Purpose of the Campaign

The goal here is to re-engage former guests by showcasing the upgrades and demonstrating how these changes enhance their experience. Personalization is key - when guests see that you’ve invested in improvements, they’re more likely to justify paying a higher rate for their next stay. Highlighting these features not only boosts engagement but also builds loyalty by emphasizing the added value they’ll enjoy. Past campaigns like this have seen strong open and click-through rates, proving their effectiveness.

Timing and Seasonality

Timing is everything when it comes to maximizing the impact of your announcement. Send these emails as soon as renovations are complete to maintain excitement. Consider the season, too. If you’ve upgraded your outdoor space, early spring is ideal for promoting summer vacation plans. For indoor enhancements, like a new fireplace, late fall is perfect as guests start thinking about cozy winter getaways. Research shows that mid-week emails sent around 10 AM tend to perform best. Don’t forget to account for different time zones if your guests come from various regions.

To make your announcement even more compelling, include before-and-after photos of the upgrades. Sweeten the deal with exclusive perks like complimentary upgrades or early booking access. These small touches create a sense of urgency and make your guests feel valued, encouraging them to book sooner rather than later.

5. Local Area Guide and Travel Tips

After showcasing property upgrades, take it a step further by sharing insider tips about the local area. Offering detailed travel guides and recommendations via email can position you as a go-to resource for guests. This builds trust and creates excitement for their upcoming stay.

Target Audience

This approach is perfect for first-time visitors who need help planning their itinerary and repeat guests looking to discover something new, like seasonal activities or recently opened attractions. By tailoring your suggestions, you can keep guests informed and eager about their trip.

Purpose of the Campaign

The main goal? Establish yourself as a knowledgeable and helpful host while fostering trust and encouraging direct bookings. Sharing insider tips about must-see attractions or hidden gems not only engages guests but also increases the likelihood of them booking directly with you .

Timing and Seasonality

Timing is key for these campaigns. Pre-arrival emails are especially effective, as they help guests prepare for their trip and keep your property top-of-mind. Aim to send the first local guide email within 24–48 hours of booking confirmation. Follow up with seasonal updates or event-specific content as their arrival date approaches.

Adjust your recommendations based on the time of year to boost engagement. For instance, highlight hiking trails and outdoor activities in spring and summer, while focusing on cozy indoor attractions and festive events during fall and winter.

What to Include in Your Local Guide

• Attractions and Activities: Recommend a mix of key landmarks, historical sites, and hidden gems. Tailor suggestions to guest preferences - whether they’re into outdoor adventures like hiking and kayaking, cultural activities like theater and art galleries, or culinary experiences such as wine tastings and local markets.
• Practical Information: Include maps, public transit tips, packing advice for the season, and shopping recommendations. Add general travel tips, like where to buy a local SIM card or how to navigate public transportation, to make their stay even smoother .
• Economic Impact: Highlight how their visit supports the local economy. For example, visitors to San Diego spent $86.4 million on dining, attractions, and other amenities, contributing to a total economic impact of $285 million. By promoting local businesses, you not only enhance their experience but also support your community.

Campaign Comparison Table

Choosing the right email campaign can make or break your short-term rental strategy. This table lays out the essentials of various campaign types, helping you align your approach with your goals and guest demographics.

This breakdown highlights how each campaign type serves a specific purpose. For instance, welcome offers focus on immediate conversions, while local guides nurture relationships over time. Email marketing can be incredibly effective, delivering an average return of $36 for every $1 spent. But timing matters - a lot. Overloading inboxes can backfire, as 73% of people unsubscribe when emails are sent too frequently. The sweet spot? Two to three emails per week.

To get the most out of your campaigns, start by segmenting your audience. Build detailed guest personas that include demographics, interests, and travel behaviors. This lets you fine-tune your messaging and improve both conversion rates and customer retention.

Experienced short-term rental owners know the power of combining strategies. By mixing welcome offers, seasonal promotions, and local guides, they successfully balance immediate bookings with long-term engagement.

Conclusion

These five email campaign strategies provide a reliable blueprint for short-term rental owners aiming to increase direct bookings and build stronger relationships with their guests. By blending immediate incentives with a focus on long-term connections, these campaigns can significantly enhance your direct booking efforts. With email marketing showing strong returns and many U.S. adults open to receiving promotional emails from businesses they trust, the potential is undeniable.

This quote highlights the importance of personalized communication in your strategy. By tailoring campaigns to specific guest segments - whether they’re first-time visitors, returning guests, or seasonal travelers - you can drive both new bookings and repeat stays. Targeted messaging has been shown to yield significant revenue growth for property owners.

To execute these strategies effectively, ensure your emails are mobile-friendly, include clear calls-to-action, and measure performance metrics to fine-tune your approach over time.

While these tactics offer a strong starting point, successfully implementing them requires ongoing effort and expertise. Services like Maverick STR can simplify the process by offering data-driven strategies, automated campaigns, and precise targeting to maximize your booking potential. Their holistic approach ensures your email marketing seamlessly integrates with your overall direct booking strategy, helping you cultivate a loyal audience that becomes increasingly profitable over time.

FAQs

How can I personalize my email campaigns to boost direct bookings for my short-term rental?

To make your email campaigns stand out and encourage more direct bookings, start by breaking your guest list into smaller, meaningful groups. Use details like booking history, preferences, and demographics to guide this segmentation. Why? Because when you send messages that feel personal, they’re far more likely to grab attention. For instance, you could offer returning guests exclusive discounts or recommend properties similar to ones they’ve enjoyed before.

Take it a step further with personalized greetings and content that reflects their past choices. If someone booked a property with a pool last time, highlight similar amenities in your email. Pair this with dynamic content and responsive design to ensure your emails look polished and inviting on any device. These thoughtful details not only make your message more engaging but also nurture guest loyalty, keeping your rentals front and center when they’re planning their next trip.

When is the best time to send promotional emails to boost open and booking rates?

The ideal time to send promotional emails is often mid-week, particularly on Tuesdays or Thursdays, between 9:00 AM and 11:00 AM. These time slots tend to see higher open rates and better engagement. Sticking to a regular schedule can also help establish trust and create a sense of anticipation among your audience.

For even better results, tailor your content to resonate with your recipients. Leveraging analytics tools to monitor behavior can help you refine your approach, ensuring emails reach inboxes at the times when they're most likely to grab attention and prompt action.

How can I use local events to attract more guests and boost bookings during busy times?

To draw in more guests during local events, start by keeping tabs on what's happening nearby. Highlight how close your property is to event venues and create special offers tailored to attendees, like discounts or all-in-one packages. Adjust your pricing to match the surge in demand, but make sure to stay competitive.

Teaming up with local businesses - like restaurants or tour operators - can add value to your offerings by creating exclusive deals that make the guest experience even better. Don't forget to include these events in your marketing efforts. Use tools like targeted email campaigns or maintain a dedicated local event calendar to grab the attention of potential guests. These strategies can help you stand out, boost bookings, and keep your occupancy rates high when demand peaks.

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