Email marketing is one of the best ways to stay top of mind with past guests, nurture potential leads, and drive direct bookings for your vacation rental. But let’s face it โ crafting a vacation rental email newsletter that actually gets opened, read, and acted upon? That’s where the magic happens, and it takes more than just sending a few promotions out.
An effective newsletter isn’t just about showing off your properties or pushing deals. It’s about connecting with your audience, telling a story, and offering value that keeps them coming back for more. In this guide, we’ll break down the key elements of a winning email newsletter and how to make each section work for your business to maximize engagement and bookings.
1. Subject Line: Getting Your Email Opened
Your subject line is the first thing your audience sees, so the rest of the email won’t matter if it doesn’t grab their attention. A great subject line should be short, intriguing, and perfectly aligned with what your audience cares about.
Tips for Crafting an Irresistible Subject Line
- Keep It Short and Sweet: Aim for 6โ10 words (under 50 characters) so your subject line is fully visible on mobile devices. Short subject lines make it easier for readers to understand the message quickly.
- Include Your Location: Incorporating your destination or location can make your email feel more personalized and relevant. For instance, “Charleston Beach Getaway Deals” or “Escape to the Blue Ridge Mountains.” This helps people immediately connect with the content of the email.
- Create a Sense of Urgency: When offering a special deal or discount, time-sensitive language can spark action. Phrases like “Don’t Miss Out” or “Last Chance…” motivate readers to act quickly, preventing them from delaying their decision.
- Use Emojis Strategically: A well-placed emoji can make your email stand out in a crowded inbox. Just don’t overdo it, and use emojis that align with your brand and the message you’re sending. For example, a beach rental might use a ๐ or ๐ emoji.
2. Header: The First Impression
Once your email is opened, your header is the first thing people seeโand it’s your chance to reinforce your brand and keep readers engaged.
What Makes a Strong Email Header?
- Brand Consistency: Make sure your logo, colors, and styling match your vacation rental business brand.
- A Short, Engaging Statement: Think of the header as a second subject line. It should support the main message.
- A Beautiful Image: An eye-catching photo that captures the essence of what you’re offering makes a big impact.
3. Content: Engaging Copy & Imagery
Now that you’ve grabbed their attention, your content should keep your returning and new potential guests engaged and inspire them to take action.
Key Elements of Effective Email Content
- Keep It Short & Scannable: No one wants to read paragraphs of text. Get straight to the point.
- Use High-Quality Imagery: Share gorgeous photos of your destination and properties that make them want to pack their bags right away.
- Speak Directly to Your Audience: Use a warm, friendly tone that makes readers feel like you’re speaking to them personally.
- Highlight Benefits Over Features: Instead of saying, “Visit our [Destination] today,” try, “Just imagine waking up to breathtaking ocean views and unwinding in your private infinity pool at [Destination].”
- Include Featured Properties: Don’t forget to add properties that need an extra boost or any new rentals you’ve recently added to your program.ย
4. Clear Call-to-Actions: Drive Bookings
Every great email has a clear call-to-action (CTA) that tells the reader exactly what to do next. Whether it’s booking a stay, reading a blog post, or following you on social media, make it crystal clear.
CTA Best Practices:
- Use Action-Oriented Language: Instead of “Learn More,” try something like “Book Your Dream Stay” or “Explore Our Hidden Getaways.”
- Make It Stand Out: Use bold buttons in colors that grab attention.
- Keep It Above the Fold: Don’t make people scroll too far to find the action you want them to take.
5. Strategic Footer: Reinforce Your Brand
The footer is often an afterthought, but it’s an essential part of the email. It’s your chance to build trust and drive further engagement.
What to Include in Your Footer:
- Contact Information: Make it easy for guests to reach outโinclude email, phone, and website.
- Social Media Links: Encourage people to connect with you on Instagram and Facebook for more travel inspiration.
- Review & Testimonial Links: Let glowing guest reviews speak for you by including a link with a subtle CTA, like “See What Our Guests Are Saying.”
- Loyalty Program Info: If you offer discounts for repeat guests, make sure to highlight it here.
- Unsubscribe & Legal Info: Make sure you’re compliant by including an opt-out link.
6. Tracking Performance
Tracking performance is key to understanding how well your email campaigns are actually driving bookings. After all, you want to know which strategies are working and where to improve.
Best Practices for Tracking:
- Google Analytics (GA4): For website bookings, use Google Analytics to track revenue from email-generated traffic and understand the ROI of your email efforts.
- Total Direct Bookings: Track bookings across all sources (website, calls, emails) to get a complete picture of how email engagement translates to bookings.
Final Thoughts
Creating an effective vacation rental newsletter doesn’t have to be a challenge. With the right strategy, each element of your email โ from the subject line to the footer โ can be optimized to drive engagement and boost direct bookings. If done correctly, it will be a vital part of your ongoing vacation rental marketing plan.
๐ Need help crafting high-converting email campaigns? At Casavate, we specialize in vacation rental marketing that gets real results. Let us build a strategy tailored to your vacation rental management company. Schedule a Discovery Call today!
