How to Build an Email List for Direct Bookings

Chase Gillmore
Jun 14
14 min read

Updated: Jun 17

Want to save thousands on OTA commissions and boost direct bookings? Start building your email list today.

Here’s why it matters:

Cut costs: OTAs charge 15%-30% per booking. Direct bookings save you $6,500-$10,000 annually on $50,000 revenue.
High ROI: Email marketing delivers $36-$44 for every $1 spent.
Own your audience: Unlike social media or OTAs, you control your email list.
Drive bookings: Even a small list (500 subscribers) can generate at least one booking per campaign.
Stronger relationships: Personalized emails build trust, encourage repeat stays, and promote word-of-mouth referrals.

How to start:

Collect emails via direct booking websites, pre-arrival forms, or Wi-Fi login pages.
Offer lead magnets like travel guides or discounts to encourage signups.
Use tools like StayFi or Mailchimp for automation and segmentation.
Stay legally compliant with email marketing laws (e.g., CAN-SPAM Act).

Pro Tip: Regularly clean your list, personalize campaigns, and track metrics (open rates, clicks, conversions) to improve results. Email marketing isn’t just a tool - it’s your path to higher profits and stronger guest loyalty.

How Book NOLA Collected 18,000 Guest Emails with StayFi & Hostfully

What is an Email List and Why Does it Matter for Direct Bookings?

An email list is essentially a collection of email addresses from individuals who have willingly opted in to receive your marketing messages. For short-term rental owners, this means you can directly reach past guests, potential visitors, or anyone interested in your property - without relying on third-party platforms.

What makes an email list so powerful is that it’s your owned audience. Unlike social media followers or guests booked through online travel agencies (OTAs), you control this communication channel entirely. When someone books through a third-party platform, the platform owns that relationship. But when they join your email list, you have the ability to connect with them directly - whether it’s to share updates, offer exclusive deals, or send personalized messages.

This direct access is a game-changer. Email marketing allows vacation rental owners and managers to nurture relationships, stay top-of-mind, and drive direct bookings. Instead of hoping guests remember your property when planning their next trip, you can proactively remind them with valuable content and special offers.

"We use email to show what the Airbnb experience looks like, and we are really strategic about all our emails. That's why we focus on the quality so much over quantity." - Lucas Chevillard, Airbnb's Email Specialist

By building an email list, short-term rental owners can maintain regular communication with guests, strengthening those relationships and encouraging future bookings. This sets the foundation for a range of benefits that can significantly boost your business.

Key Benefits of Building an Email List

The financial payoff of email marketing speaks for itself. Research from 2022 shows that email marketing delivers $36 for every $1 spent, making it one of the most cost-efficient marketing tools available. For vacation rental owners, especially those working with tight budgets, this kind of return on investment can make a huge difference.

Here’s how email marketing can work in your favor:

Increased direct bookings: By sending targeted emails to your subscriber list, you can reduce reliance on OTAs. For example, with a list of 500 subscribers, you can expect at least one booking per email, helping you generate consistent revenue without paying platform fees.
Stronger guest relationships: Email marketing helps you stay connected with past guests, driving engagement and boosting repeat bookings. Repeat guests are especially valuable - they already trust your property, making them more likely to book again.
Better brand recognition: When guests book through OTAs, the platform often gets the credit. But with direct email communication, guests associate their positive experiences with property. This strengthens your brand and encourages them to book directly next time or recommend your property to others.
Targeted messaging: Email lists can be segmented based on factors like past bookings, preferences, or demographics. This allows you to send personalized messages that resonate with specific groups. For instance, welcome emails often have an open rate exceeding 60%, showing how engaged new subscribers can be.

By reducing OTA commissions and building direct relationships, email marketing can optimize your revenue. However, it’s crucial to ensure your email practices comply with legal standards.

Legal Requirements for Email Marketing

Before diving into email marketing, it’s important to understand the legal guidelines in the U.S. The CAN-SPAM Act regulates commercial email communications and requires businesses to follow specific rules to protect consumers.

Here are some key points to keep in mind:

Obtain permission: You can only send marketing emails to individuals who have explicitly agreed to receive them. This could be through opt-in forms or checkboxes during the booking process. Buying email lists or adding people without their consent is not allowed.
Provide an easy unsubscribe option: Every email must include a clear and functional unsubscribe link. This link should be easy to find, and the process for unsubscribing should work immediately.
Include your business address: Each email must display your physical business address, and subject lines must accurately reflect the content of the email.

To stay compliant, make sure you collect guest data early on and secure their permission to send marketing emails. The best time to ask for this is when guests are excited about their upcoming stay or right after they’ve had a positive experience. Be transparent about what they’ll receive - whether it’s special offers, updates, or local travel tips - and how often you’ll be in touch.

Finally, keep detailed records of how and when subscribers joined your list. Most email marketing platforms track this automatically, but maintaining proper documentation ensures you’re legally compliant and sets you up for sustainable growth.

How to Capture Guest Emails

If you want to strengthen your relationships with guests and reduce reliance on OTAs, building an email list is a must. The trick is to find natural opportunities for guests to share their contact details willingly. It should feel effortless for them while also adding value to their experience. Here's how vacation rental owners can grow their subscriber lists effectively.

Using Direct Booking Websites

Your direct booking website is one of the best tools for gathering guest emails. Unlike OTAs, where your property competes with countless others, your website is fully under your control. This means you can design the guest experience and data collection process exactly how you want.

Adding email capture forms throughout the booking process is a smart move. For instance, when guests check availability or inquire about your property, they’re already interested. Offering something of value - like exclusive perks or updates - makes them more likely to share their email. Even if they don’t book right away, you’ll have their contact info for follow-ups.

Another strategy is to place newsletter signup forms on high-traffic pages like your homepage or property description sections. Guests who’ve just browsed your photos or amenities are more likely to engage. Waitlist forms for fully booked dates also work well; guests often leave their email to be notified of cancellations, giving you highly motivated leads.

A well-designed direct booking website doesn’t just streamline reservations - it also helps you build a strong email list. Combine this with other touchpoints to make the process even more effective.

Pre-Arrival Forms and Wi-Fi Marketing

Pre-arrival forms and Wi-Fi marketing are two excellent ways to collect emails while improving the guest experience. Pre-arrival forms serve a dual purpose: they help you gather essential details to personalize the stay and collect contact information. Automating reminders for these forms makes it easy for guests to fill them out, sharing details like arrival times, preferences, or special requests.

To make these forms effective, focus on collecting only the most relevant details. For example, you might ask about dietary preferences, check-in times, or whether they’re celebrating a special occasion. Keep it simple to avoid overwhelming your guests.

Wi-Fi marketing is another clever way to capture emails. When guests connect to your property’s Wi-Fi, set up a branded splash page that asks for an email before granting access. Sand Stays, for instance, used StayFi units to collect guest emails and ran monthly email campaigns that boosted direct bookings significantly.

"Direct bookings are important because we control the guest - communication, information and relationship. They aren't going through a different channel." - Derek DeCesere, Founder of Sand Stays

The success of Wi-Fi marketing lies in creating a smooth and transparent process. Use sleek, branded portals with clear login buttons, and explain how guest information will be used. Offering one-click Wi-Fi access for returning guests makes the experience even better.

In 2025, StayFi reported that some vacation rental businesses increased their direct bookings from 0% to 30% within 18 months using their Wi-Fi marketing platform. These businesses collected over 25,000 emails during that time.

Pair these methods with strategic incentives to grow your list even further.

Lead Magnets and Incentives

Lead magnets - like local guides or exclusive discounts - are a great way to encourage email signups while establishing yourself as a trusted resource. The best lead magnets solve a specific problem for potential guests and highlight your expertise.

Local travel guides are especially effective for vacation rentals. Create downloadable guides featuring top restaurants, hidden gems, seasonal activities, or insider tips that only locals know. These guides provide immediate value to guests and give them a strong reason to share their email.

Discounts are another excellent motivator. Offering early bird deals, last-minute promotions, or subscriber-only rates creates urgency and clear financial benefits. For example, you could offer 10% off direct bookings for first-time subscribers or exclusive access to seasonal specials.

You can also tailor content to specific guest groups. If your property caters to families, create a guide with kid-friendly activities in your area. For pet-friendly rentals, share a guide on traveling with pets. Interactive content, like quizzes that help guests discover their ideal vacation style, can also drive signups.

To make your lead magnets successful, ensure they’re visually appealing, easy to access, and genuinely helpful. Be upfront about why you’re collecting emails and what guests can expect - whether it’s exclusive offers, local tips, or property updates. This transparency builds trust and ensures you’re attracting subscribers who genuinely want to hear from you.

Tools to Manage and Automate Email Lists

When you start collecting guest emails, the way you manage those contacts can turn casual inquiries into repeat bookings. The right tools can handle everything from organizing your contact list to sending out personalized campaigns at just the right moment. Below, we’ll dive into some tools that can simplify email management and help boost your direct bookings.

Property Management System Integration

Connecting your email collection efforts with your property management system (PMS) makes guest data management much easier. This integration ensures guest information syncs automatically between systems, saving you from tedious manual updates and reducing the risk of errors.

What’s more, this connection enables automated email workflows. For example, when a guest books through your PMS, they’re automatically added to your email list. From there, you can set up automated sequences like welcome emails, pre-arrival reminders, post-stay thank-you notes, or even anniversary messages - all without lifting a finger.

A PMS integration also gives you access to detailed guest data, like booking dates, spending habits, and preferences. This kind of information helps you create highly personalized campaigns that resonate with your audience.

"Together, your PMS and CRM are a dream team. Here is how an automated integration between the two systems improves the guest experience and your bottom line." – WebRezPro

Many popular PMS platforms make integration easy. For instance, Hostfully connects directly with email marketing tools like Mailchimp. StayFi also integrates with major PMS systems such as Hostaway, Guesty, and Lodgify. A great example of this in action: Killington Mountain Homes doubled its annual direct bookings in May 2025 by using StayFi integrated with Hostaway.

Email Marketing and CRM Tools

Email marketing platforms and customer relationship management (CRM) tools are your go-to for advanced features like segmentation, automation, and performance tracking. These features are key to maximizing the return on your email campaigns.

Segmentation: This allows you to group guests based on their behavior, booking history, or preferences. It’s a powerful way to send more relevant emails. In fact, marketers using segmented campaigns have reported up to a 760% increase in revenue compared to generic email blasts.
Automation and performance tracking: Automated tools handle repetitive tasks - like sending welcome emails or re-engagement campaigns - while performance tracking helps you monitor open rates, click-through rates, and unsubscribe rates. For example, StayFi's welcome emails often achieve a 60% open rate. As a benchmark, aim for click-through rates between 3–5%, keep unsubscribe rates below 1%, and ensure spam complaints stay under 1 per 1,000 emails.

Here are some standout platforms for managing vacation rental email marketing:

StayFi: Tailored for vacation rental marketing, StayFi has earned multiple awards for its ease of use and support. Plans start at $15/month.
Campaign Monitor: Known for its strong segmentation and automation features, this platform boasts a 4.7/5 rating on Capterra from over 1,500 reviews.
Klaviyo: Offers advanced automation tools, though it may require a bit more effort to set up initially.

The financial upside of email marketing is hard to ignore. On average, email campaigns generate $36 for every $1 spent - a staggering 3,600% ROI. Plus, with an engaged subscriber base, you might see roughly one booking for every 500 active subscribers.

Support from Maverick STR

To take full advantage of these tools, Maverick STR offers expert support tailored to your needs. They specialize in creating custom direct booking websites and running targeted advertising campaigns to grow your email list and convert subscribers into paying guests.

Maverick STR designs websites with strategic signup forms and lead magnets that align with your property’s unique style and audience, making it easier to turn visitors into subscribers. Beyond website design, they handle advertising on platforms like Meta and Google to drive traffic to your signup forms. Their SEO strategies also help your site rank higher in search results, bringing in organic traffic that’s more likely to convert.

This all-in-one approach ensures that your email collection, website, and advertising efforts work together seamlessly. With Maverick STR’s expertise in revenue management and dynamic pricing, you can craft email offers that not only attract guests but also keep your business profitable.

Best Practices for Growing and Engaging Your Email List

Once you've collected guest emails, the next step is managing your list effectively. A well-organized email list can turn occasional visitors into repeat guests, helping you build long-term loyalty.

Regular Maintenance and Cleaning

Keeping your email list up to date is essential for maintaining engagement and protecting your reputation with email providers. If too many recipients ignore your emails, it can negatively impact your performance metrics.

Start by identifying inactive subscribers - those who haven’t opened or clicked on your emails in the last six months. Instead of immediately removing them, try a re-engagement campaign. For example, send a "We miss you" email offering an exclusive discount or showcasing new features at your property. If they still don’t respond, it’s time to let them go. A smaller, more engaged list will boost your open rates and overall campaign success.

It’s also important to monitor bounce rates. Remove hard bounces (emails that can’t be delivered due to invalid addresses) right away. Soft bounces, caused by temporary issues, can stay on your list for a while, but if they persist, consider removing those addresses too.

Personalized and Automated Campaigns

Travelers today expect emails that feel relevant to them. By grouping your subscribers based on factors like booking history, preferences, or behavior, you can send messages that truly resonate. For instance, you might create segments for first-time visitors, families, couples, or business travelers. Tailor your content to each group - whether it’s promoting kid-friendly activities, highlighting work-friendly amenities, or suggesting romantic packages.

Automation can also simplify your communication while keeping it consistent. Set up welcome emails for new subscribers, complete with a discount code and an introduction to your property’s highlights. Follow up with pre-stay emails offering tips, directions, and local recommendations. After their visit, send thank-you emails encouraging reviews and future bookings.

Personal touches make a big difference. Address guests by name and reference their past stays. For example, if a guest visited during the summer, mention how your property transforms in the winter. If they loved your hot tub, share updates about your outdoor amenities.

Exclusive deals are another great way to make subscribers feel valued. Offer discounts only available to your email list, early access to special packages, or updates on local events that could inspire a booking. For example, one property doubled its direct bookings in March 2025 by using personalized, automated email campaigns. They captured guest emails through branded Wi-Fi and pre-arrival forms, then sent targeted messages based on guest preferences and stay anniversaries (Source: StayFi Case Studies, May 2025).

Once your campaigns are personalized and automated, it’s time to measure their impact.

Tracking Metrics for Success

To improve your email campaigns, you need to track key metrics like open rates, click-through rates, and conversion rates. Open rates show how effective your subject lines are and whether your emails are reaching inboxes. In the hospitality industry, aim for open rates above 20%. If your rates are lower, experiment with different subject lines, send times, or sender names.

Click-through rates reveal how engaging your content is and whether your calls-to-action are effective. A good benchmark is 3–5%. If your open rates are solid but clicks are low, it may be time to refresh your content or calls-to-action.

Conversion rates are the ultimate measure of success, tracking how many recipients actually make bookings. Even small improvements here can have a big impact on your revenue.

Don’t overlook mobile optimization - over 85% of smartphone users check their email on their devices. Test your campaigns on different devices and email clients to ensure they display correctly.

A/B testing is another valuable tool. By testing one variable at a time - like subject lines, email design, call-to-action buttons, or send times - with a sample of at least 1,000 subscribers per variation, you can identify what works best.

Finally, keep an eye on unsubscribe rates and spam complaints. A sudden spike could mean you’re emailing too often or that your content isn’t hitting the mark. Regularly review these metrics (weekly for active campaigns and monthly for overall trends) to refine your strategy and keep your audience engaged.

Conclusion

Creating an email list for direct bookings is one of the smartest moves you can make for your short-term rental business. Why? Because email marketing packs a punch when it comes to returns - delivering an average of $36 for every $1 spent.

The real magic of email marketing lies in its ability to foster direct relationships with your guests. With an email list, you have a reliable way to connect with past and potential visitors. This connection allows you to send personalized recommendations, keep your property front and center when guests are planning trips, and build lasting loyalty. These relationships aren’t just meaningful - they’re the foundation for consistent, repeat bookings.

Another major advantage? Control. Unlike social media platforms, where algorithms and policies can change overnight, your email list is entirely yours. It’s an asset that grows in value with every new subscriber and successful campaign, giving you a stable and predictable way to reach your audience.

By applying the strategies in this guide, you can turn casual inquiries into loyal guests. From collecting emails via direct booking websites and Wi-Fi marketing to automating campaigns and tracking performance, these tools are designed to create a sustainable system. When used consistently, these tactics not only fill your calendar but also encourage guests to return - and recommend your property to others.

Investing in your email list today sets you up for long-term success. As your list expands and your campaigns become more refined, the results will be clear: more direct bookings, stronger guest loyalty, and a healthier bottom line. Each email you send strengthens your connection with your audience.

For property owners looking to cut down on third-party fees and boost profits, email marketing isn’t just a nice-to-have - it’s a must. The strategies and tools shared here give you everything you need to start building a direct booking engine powered by email.

FAQs

How can I make sure my email marketing follows legal guidelines like the CAN-SPAM Act?

To comply with the CAN-SPAM Act, make sure your emails accurately reflect your business and their purpose. Include a valid physical address, provide a simple way for recipients to opt out, and process unsubscribe requests without delay. It's also crucial to avoid misleading subject lines or using false sender details.

Taking these steps helps you stay within the law while building trust with your audience.

How can I encourage guests to join my email list without making them feel pressured?

Encouraging guests to join your email list should come across as effortless and welcoming. Sweeten the deal by offering perks such as a discount on their next booking, early access to special offers, or exclusive travel insights. Use inviting, action-driven language like or to make the sign-up process enticing.

Make sure your sign-up forms are quick and straightforward, and position them in key areas of your website - think the homepage, booking confirmation page, or during checkout. You can also use exit-intent pop-ups as a gentle nudge for visitors to subscribe before they leave. These small, thoughtful touches create a smooth experience that builds trust and keeps guests engaged with your brand.

What’s the best way to segment my email list to boost engagement and get more direct bookings?

To make your email list work harder and bring in more direct bookings, start by dividing your audience into groups based on things like past booking history, guest preferences, location, or travel habits. For instance, you could offer exclusive deals to loyal, repeat guests, showcase local attractions to first-time visitors, or suggest personalized experiences based on what they've enjoyed in the past.

When your messages speak directly to each group’s interests, you’ll create stronger connections and inspire more bookings. Using tools designed for advanced segmentation can make this process smoother, helping your emails hit the right note with the right audience and driving higher engagement and conversions.