How Email Marketing Boosts Direct Bookings

Chase Gillmore
8 hours ago
15 min read

Email marketing is a game-changer for short-term rental owners looking to increase direct bookings. Here's why:

High ROI: For every $1 spent, email marketing generates an average of $36-$44 in returns.
Cut OTA Fees: Avoid hefty 15-30% commission fees by encouraging guests to book directly.
Build Guest Loyalty: Personalized emails keep your property top-of-mind and encourage repeat stays.
Cost-Effective: Plans start as low as $15/month, making it affordable even for single-property owners.
Automation Saves Time: Set up workflows for welcome emails, pre-arrival tips, and post-stay follow-ups.

Masterclass: Email Marketing For Vacation Rentals

Why Short-Term Rental Owners Need Email Marketing

For short-term rental owners, email marketing isn’t just a nice-to-have - it’s a game-changer. It gives you more control over bookings, reduces hefty OTA fees, and boosts profits without requiring a big investment. By shifting focus away from third-party platforms, email marketing helps you keep more of your hard-earned revenue.

Cut OTA Dependence and Fees

Online Travel Agencies (OTAs) typically take a big cut, charging 15–20% in commissions. If you’re renting out a property for $200 a night, that’s $30 to $40 gone in fees for every booking. Over time, these charges can eat into your profits in a big way.

Email marketing offers a way out. By capturing guest emails, you can encourage direct bookings through your own website. Unlike OTAs, which require ongoing commission payments, a direct booking website involves just a one-time setup cost. This means you can keep more of the revenue from every booking while also building a stronger connection with your guests.

And the benefits don’t stop at saving money. Email marketing helps you create lasting relationships with your guests.

Build Guest Loyalty and Brand Recognition

Email marketing is a powerful tool for turning first-time guests into loyal customers. According to research, 91% of U.S. adults enjoy receiving promotional emails from businesses they’ve interacted with. Regular emails keep your property top of mind, even in a competitive market. Plus, marketers who use email segmentation have seen a whopping 760% increase in revenue.

"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." - Sawgrass Marketing

The key is to go beyond promotions. Share local tips, seasonal updates, or exclusive event access to make your emails genuinely useful. When guests feel connected to your property and the area, they’re more likely to come back - and to recommend your place to others. You can also use email campaigns to highlight glowing reviews and testimonials, which build trust and attract new bookings.

Low-Cost Marketing with High Returns

If you’re working with a tight budget, email marketing is one of the most affordable ways to promote your rental. Plans can start as low as $15 per month for unlimited email sends, making it accessible even if you’re managing just one property.

And the return on investment? It’s impressive. Email marketing delivers an average of $42 for every $1 spent, which translates to a jaw-dropping 4,200% ROI. That means even a modest $15 monthly spend could potentially generate $630 in additional bookings. Welcome emails alone achieve 4× the open rate and 5× the click-through rate compared to other types of emails, making them a great way to engage new subscribers right away.

Unlike paid ads, which stop working as soon as your budget runs out, email marketing builds long-term value. Every email address you collect represents a potential future booking, and your list becomes an asset that grows over time. With automation, you can set up welcome sequences, follow-ups after a guest’s stay, and seasonal promotions - all designed to keep the bookings coming in. Best of all, every direct booking adds more to your bottom line.

Email Campaigns That Generate Direct Bookings

Email campaigns are a powerful tool for turning one-time guests into loyal customers and casual inquiries into confirmed bookings. Each campaign serves a unique purpose in the guest journey - from creating a welcoming first impression to encouraging future stays. Here's how to craft campaigns that deliver results.

Welcome Emails for First Impressions

Welcome emails are your chance to set the tone for your guest’s entire experience. These emails should include essential details like check-in instructions, Wi-Fi access, and house rules. But don’t stop there - add a personal touch to make your guests feel excited about their stay. Share a short story about your property, spotlight its standout features, or mention nearby attractions that might pique their interest.

Make sure your direct booking website link is easy to find, paired with a clear call-to-action encouraging guests to book future stays. Including a personal photo of yourself as the host and your contact information can go a long way in making guests feel comfortable reaching out with questions - and this personal connection can encourage repeat bookings. After setting the stage with a warm welcome, shift your focus to pre-arrival communications to keep the momentum going.

Pre-Arrival and Upsell Campaigns

Pre-arrival emails are essential for building excitement, calming any pre-stay jitters, and setting clear expectations. Properties that prioritize pre-arrival communication see a 23% boost in guest satisfaction, while those that skip this step often see a noticeable drop in satisfaction levels. Even more striking, 98% of email upsell revenue comes from this pre-arrival phase.

Timing matters. For vacation rentals offering a variety of activities, start your pre-arrival sequence about 30 days in advance. For urban properties catering to business travelers, a pre-arrival email sent just a day before check-in is usually more effective.

These emails should include a warm, personalized greeting, essential arrival details, insider tips on local attractions, and well-thought-out upsell offers. Done right, upselling can increase revenue by 10–30% on average. Frame your upsells as value-packed options - think early check-ins, welcome packages featuring local goodies, or pet-friendly amenities. Joivy, a leading European property management company, has seen great success by focusing on extra services that enhance the guest experience while driving repeat bookings through direct channels.

Personalization is key here. Tailor your emails to different guest segments. For instance, business travelers might appreciate workspace upgrades and early check-ins, while families could be drawn to kid-friendly activities or special welcome packages. Use booking data to make recommendations based on past stays or preferences. Once the stay is over, keep the relationship alive with follow-up emails and loyalty rewards.

Post-Stay Follow-Ups and Loyalty Rewards

Post-stay emails are a golden opportunity to secure future bookings while the guest's positive experience is still fresh in their mind. These emails should focus on gathering feedback, encouraging reviews, and offering exclusive perks to inspire direct bookings.

Send your first follow-up email within 24–48 hours after checkout. Use this email to thank guests for their stay, request feedback, and, if appropriate, include photos to help them relive their experience.

A second email, sent 1–2 weeks later, can feature a special offer for their next stay. Create urgency with time-sensitive deals like, “Book within the next 30 days and save 15%,” or “Enjoy 20% off your next visit - offer valid through [specific date].” Make it clear that these deals are available exclusively through direct booking.

Segment your post-stay campaigns for better results. First-time guests might receive a different message than repeat visitors. Business travelers could be offered extended-stay discounts or corporate rates, while leisure guests might respond better to seasonal promotions or family packages.

You can also introduce a simple loyalty program via email. For instance, after a guest’s third direct booking, reward them with a free night or a significant upgrade. Personal touches, like sending a gift card to a local coffee shop they mentioned enjoying, can leave a lasting impression and encourage them to book directly in the future.

Personalization and Automation: Making Email Campaigns More Efficient

Personalization and automation are game-changers for email marketing, allowing you to scale your efforts without losing that personal touch. These tools can turn guest communication into a smooth, efficient system that sends the right message at the right time. Let’s dive into how tailoring your emails can boost engagement.

Use Personalized Content for Better Engagement

Personalization is more than just adding a guest’s first name to the subject line. The best personalized emails tap into booking details, past stays, and guest preferences to create messages that feel custom-made.

Start simple by using custom templates that auto-fill guest details like names, booking dates, property names, and check-in info. Go a step further by referencing specific amenities guests have enjoyed, their preferred room type, or their loyalty as repeat visitors.

For example, if a guest stayed at your mountain cabin last winter, you could mention their love for the cozy fireplace and suggest a return visit during ski season. If they’re business travelers who frequent your downtown property, highlight upgrades like faster Wi-Fi or new workspace features.

The secret lies in using your guest data wisely. Keep track of preferences, add-ons, and feedback. This information helps you craft emails that feel personal and thoughtful rather than one-size-fits-all.

Automate Workflows for Timely Communication

Automation ensures your guests get important messages exactly when they need them - without you having to hit "send" every time. Many successful short-term rental owners automate essential communications like booking confirmations, check-in instructions, and check-out reminders.

Set up workflows triggered by guest actions or specific dates. For instance:

When a guest books, they immediately receive a welcome email.
A few days before arrival, they get detailed check-in instructions.
On departure day, they receive a thank-you email and check-out reminders.

Timely communication matters - a lot. In fact, 91% of property managers say it improves reviews, and positive reviews influence 90% of bookings . Include a dedicated check-in email with essential details like Wi-Fi passwords, parking instructions, and house rules. You can also send a mid-stay email to check on guests and offer assistance.

Keep your automated messages fresh by reviewing and updating them regularly.

"Prompt, clear, and warm communication at every stage – from booking to check-out – leads to happier guests, better reviews, and a thriving rental business." - Elliott Caldwell, Home Team Luxury Rentals

Segment Email Lists for Targeted Messaging

Segmentation is where email marketing really shines. Instead of sending the same email to everyone, you can tailor messages to meet each guest’s unique needs. Marketers who segment their email lists report a 760% increase in revenue.

Effective segmentation divides your audience based on various criteria:

Booking stage: Separate prospective guests from those who’ve stayed before.
Travel purpose: Families need different suggestions than business travelers or couples.
Geographic location: Promote local getaways to nearby guests, while international visitors might appreciate travel tips or cultural insights.
Seasonal interests: Suggest ski cabins to winter travelers and beach homes to summer vacationers.

Booking history is another powerful tool. Offer VIP discounts to repeat guests or special deals to first-timers. You can also segment by engagement level - frequent email openers can handle more messages, while inactive subscribers might benefit from a re-engagement campaign.

Segmentation Criteria	Why It Works	Examples of Targeted Content
Booking History	Builds on guest loyalty	VIP perks for repeat guests, welcome offers for new visitors
Travel Purpose	Tailors to specific needs	Business amenities for corporate travelers, family-friendly activities for leisure guests
Geographic Location	Makes content relevant	Local weekend deals, travel guides for international guests
Seasonal Interests	Aligns with travel goals	Winter ski packages, summer beach recommendations

Track and Improve Your Email Campaigns

Keeping a close eye on your email campaigns can help you turn more inquiries into actual bookings. With email marketing delivering a return of $36-$44 for every dollar spent, it’s one of the most budget-friendly ways to market your property.

Key Metrics to Watch for Campaign Success

Every metric tells a story about how your audience interacts with your emails. Here’s what to track:

Open Rates: These show how well your subject lines catch attention. A good open rate falls between 20-25%. If your numbers are lower, it’s worth experimenting with different subject lines or adjusting the timing of your emails.
Click-Through Rates (CTR): This metric measures engagement - how many people clicked on links in your email. For most industries, a CTR of 2-5% is typical. For short-term rentals, higher CTRs often indicate your content aligns with guests’ travel needs. Take note of which emails generate the most clicks to better understand what resonates with your audience.
Conversion Rates: This is the ultimate goal - how many bookings your emails generate. Even small improvements here can make a big difference. For example, if you have a list of 500 subscribers, you might aim for at least one booking per campaign.
Unsubscribe Rates: Keep this below 0.5%. A higher rate could mean you’re emailing too often or that your content isn’t hitting the mark.
Bounce Rates: This reflects the health of your email list. Aim for a bounce rate under 0.5% to maintain a good sender reputation. High bounce rates can lead to your emails being flagged as spam.

Once you’ve got a handle on these metrics, you can refine your strategy further with A/B testing.

A/B Testing for Smarter Campaigns

A/B testing takes the guesswork out of email marketing. By testing different versions of your emails, you can see what works best. Surprisingly, 39% of brands skip this step, potentially missing out on easy wins.

Start with subject lines. Even small tweaks can make a big difference. For instance, personalized subject lines can increase open rates by over 14%. Test different approaches like urgency (“Last chance for summer rates”), personalization (“John, your mountain getaway awaits”), or curiosity (“The secret to perfect vacation mornings”).

Your call-to-action (CTA) is another great area to test. Using buttons instead of text links can boost click-through rates by 27%. Try different button designs and wording. Instead of a generic “Click here,” go for something action-oriented like “Book your lakefront escape” or “Reserve your dates now.”

HubSpot found that personalizing sender names can also improve performance, increasing open rates by 0.53% and click-through rates by 0.23%, resulting in 131 additional leads. As Salesforce US explains:

"Email A/B testing is a marketing strategy where you provide different versions of a campaign to your audience... Testing two variations of an email will provide insights to see which version your audience likes the best."

Other elements to experiment with include email length, tone, and personalization. For example, adding a positive tone to your email copy can increase conversion rates by 22%.

But even the best campaigns won’t perform well without a clean email list.

Keep Your Email List in Top Shape

A well-maintained email list is essential for effective campaigns. Regularly cleaning your list helps ensure your emails reach engaged, interested subscribers. Aim to clean your list every six months, or more often if you manage over 100,000 subscribers.

Here’s how to keep your list healthy:

Remove inactive or bounced emails: High bounce rates can hurt your sender reputation and push your emails into spam folders. Focus on keeping only active and valid addresses.
Eliminate role-based emails: Addresses like support@ or info@ often show low engagement and should be removed.
Use double opt-in: This confirms new subscribers’ email addresses right from the start, ensuring your list is filled with genuine, interested contacts.

As Yssel Salas from Pipedrive explains:

"Email list cleaning refers to regularly updating your email contact list. It's crucial for effective email marketing, helping you avoid sending emails to invalid or outdated addresses so that your emails land in inboxes rather than spam folders."

Before permanently removing unengaged subscribers, consider sending a re-engagement campaign. A simple “We miss you” email with a special offer can often bring dormant contacts back to life.

Lastly, make sure your unsubscribe link is easy to find. While it might seem counterproductive, this actually helps reduce spam complaints and protects your sender reputation. By keeping your list clean and your strategy sharp, you’ll steadily increase direct bookings and rely less on OTAs.

Connect Email Marketing with Direct Booking Platforms

Once you've nailed down effective email campaign strategies, the next step is integrating them with your booking platform to maximize direct bookings. When your email marketing efforts are synced with your booking system, you can offer personalized experiences that encourage guests to bypass third-party sites and book directly with you.

Benefits of Using Maverick STR's Marketing Tools

Maverick STR offers a streamlined solution by combining custom direct booking websites with smart, data-driven email campaigns. This creates a smooth journey for guests - from their first interaction to completing a reservation. Their platform covers everything, including listing optimization, SEO strategies, dynamic pricing, and guest communication, so you can focus on increasing your direct booking revenue.

One major advantage of Maverick STR's tools is how effortlessly they guide email recipients to an optimized booking website. This integrated system removes common hurdles that often lead to abandoned bookings, making the process seamless for your guests.

Their data-driven email campaigns go far beyond generic email blasts. By leveraging data insights, they ensure that the right message reaches the right guest at the perfect time. Whether through Meta and Google ads or carefully planned email sequences, this multi-channel approach keeps your property top-of-mind during a guest's decision-making process.

Additionally, the platform's revenue management tools enhance email marketing effectiveness. These tools automatically adjust pricing based on factors like demand, seasonality, and local events. For example, offering a limited-time discount or special promotion via email can create a sense of urgency, encouraging subscribers to book immediately.

Sync Guest Data for Better Integration

To run successful email campaigns, having accurate and up-to-date guest information is critical. When your booking platform and email marketing system share data seamlessly, you can create campaigns tailored to each guest's preferences and booking history.

By automatically syncing guest contact details, check-in dates, and preferences, you can send highly targeted messages that feel personal rather than generic. For example, a guest who prefers luxury amenities will respond differently than someone looking for budget-friendly options. Similarly, last-minute bookers need a different approach than those who plan months in advance.

Using booking behavior data for email segmentation allows you to craft messages that resonate with specific groups. This level of personalization is made possible by creating a single guest view - a comprehensive profile that combines booking history, email engagement, and property preferences. With this unified view, your emails can feel more like tailored recommendations than mass marketing.

For instance, when a guest receives an email that acknowledges their previous stays and suggests properties aligned with their interests, they’re far more likely to book directly with you again. This personalized approach not only strengthens guest loyalty but also reduces reliance on OTAs, reinforcing the benefits of a direct booking strategy.

Conclusion: Email Marketing for More Direct Bookings

Email marketing stands out as a highly effective tool for growing a profitable short-term rental business. With an impressive ROI of $36-$44 for every $1 spent, it offers results that outshine most other marketing channels while remaining cost-effective for property owners, no matter their scale.

As we've seen, the majority of U.S. adults appreciate direct promotional emails, and the success of segmentation strategies further emphasizes email marketing's impact. This underscores why email marketing isn't just a helpful addition - it’s a for building meaningful connections with your guests.

"Direct bookings aren't just about saving money, they're about building relationships with your guests. You want them to come back and that's much easier when you have direct communication with them." - Marcus Rader, CEO of Hostaway

What makes email marketing so powerful is its ability to turn one-time visitors into loyal, repeat guests who choose to book directly year after year. Unlike social media posts that can get lost in ever-changing algorithms, emails land straight in your guests' inboxes, giving you unfiltered access to your audience.

Crafting an effective email marketing strategy takes effort, but the payoff is well worth it. Whether it’s personalized follow-ups to encourage repeat stays or targeted campaigns designed to meet specific guest interests, every email you send strengthens guest loyalty and reduces your reliance on OTAs.

The secret lies in combining consistency with personalization. By leveraging automated workflows and tailoring messages based on guest preferences and booking history, you create communications that feel personal and relevant. This approach not only boosts booking conversions but also builds brand recognition, keeping your property top-of-mind when guests plan their next trip.

Email marketing puts you in control of guest relationships in a way third-party platforms simply can’t. By prioritizing this direct communication channel, you’re laying the groundwork for long-term success - one email and one direct booking at a time.

FAQs

How can I use email segmentation to get more direct bookings for my short-term rental?

Email segmentation is an effective way to drive more direct bookings by delivering personalized messages to specific guest groups. To get started, break your email list into segments based on criteria like booking history, travel preferences, or how engaged they are with your emails. For instance, you might create targeted campaigns for first-time guests, loyal repeat visitors, or even those who haven’t booked in a while.

With this strategy, you can send content that resonates - think exclusive discounts, insider travel tips, or personalized thank-you notes. These tailored messages help you build stronger relationships with your guests, encouraging them to book directly with you. Plus, it reduces your dependency on OTAs, ultimately improving the profitability of your short-term rental business.

How can I create effective welcome and pre-arrival emails to build guest loyalty and encourage repeat bookings?

To craft welcome and pre-arrival emails that make a real impression, start by focusing on personalization. Use your guests' names, mention their reservation details, and share key information like check-in instructions, directions, and property amenities. This kind of clear and thoughtful communication makes guests feel appreciated and well-prepared for their visit.

It's also a good idea to gently remind guests of house rules in a warm and approachable way. This helps set expectations while maintaining a positive tone. Want to encourage repeat visits? Consider sending personalized offers, exclusive discounts, or special incentives for future stays. Adding touches like local recommendations, tailored activity suggestions, or even a bit of visual storytelling can draw guests in and create a stronger, more memorable connection.

How can email marketing and a direct booking platform work together to improve guest experiences and increase bookings?

Email marketing paired with a direct booking platform can transform how you connect with your guests. By delivering , , and , you create a sense of appreciation that encourages guests to book directly with you.

It also makes the booking process smoother. Automated campaigns and customized emails lead guests straight to your booking platform, cutting out unnecessary steps and making it easier for them to reserve. Given email marketing’s track record for driving high ROI, it’s a smart way to boost direct bookings while fostering lasting loyalty with your guests.