If you’ve ever found yourself buried in a sea of promotional emails, you might wonder how email marketing could possibly be effective. After all, we all receive dozens of emails a day that we barely glance at. Yet, the truth is, email marketing can be an incredibly powerful tool—if used the right way. Whether you’re a small business owner, a hotelier, or running an Airbnb, email marketing allows you to connect directly with past and potential guests, build relationships, and keep your brand at the top of their minds.
I’ve seen it work firsthand. In my own experience managing a small boutique hotel, we went from being sporadically booked during the off-season to maintaining a steady flow of guests, thanks to targeted email campaigns. Here’s how we did it and how you can make email marketing work for your business.
Why Email Marketing?
Before diving into the nitty-gritty, let’s establish why email marketing deserves your attention. Unlike social media, where your posts may or may not be seen depending on algorithms, emails land directly in your audience’s inbox. This provides a direct line of communication with people who’ve already expressed interest in your business. They’ve either stayed with you before, subscribed to your mailing list, or interacted with your brand in some way. These are people you already have a connection with, which means the conversion potential is much higher than cold leads.
Moreover, email marketing is cost-effective. It doesn’t take a huge budget, and you can customize your campaigns based on the information you already have about your guests.
1. Send Targeted Email Campaigns
One of the biggest mistakes people make with email marketing is sending the same generic emails to their entire list. That’s a surefire way to get your emails ignored, or worse, marked as spam.
Instead, target your email campaigns based on the behavior, preferences, and history of your audience. Segmentation is key. For instance, you wouldn’t want to send the same email to a couple who stayed at your hotel for their honeymoon as you would to a family with kids who visited during a summer vacation. Personalizing your email not only makes it more relevant but also shows your recipients that you remember them and their specific needs.
Let me give you an example. We noticed that a large portion of our guests were honeymooners, so we created a separate email list for couples who visited for romantic getaways. Once we identified this segment, we sent targeted emails featuring special offers for anniversary stays, “romantic weekend packages,” and candlelit dinners. Guess what? Those guests returned, and some even made it an annual trip!
2. Special Offers and Discounts
Now, let’s talk about the magic of special offers. Everyone loves a good deal, and an email showcasing an exclusive offer can act as the perfect nudge for potential guests who are sitting on the fence. But the key is to make it feel exclusive and tailored. Don’t just send a blanket 10% off to everyone. Instead, craft unique offers that match the interests of different segments of your audience.
For example, you could send a “Welcome Back” email to past guests with a personalized message and a discount code that feels like a VIP offer just for them. Something like:
“Hi [Guest Name], we loved hosting you last summer and would be thrilled to have you back! As a valued guest, we’re offering you an exclusive 20% off your next stay with us. Just use the code WELCOMEBACK at checkout and make your reservation by [date]. We hope to see you again soon!”
This type of messaging resonates with your audience because it’s not just about giving a discount—it’s about recognizing their loyalty and making them feel special.
3. Keep Guests Updated
Your emails shouldn’t just be about offers and discounts. Updates are equally important to keep your guests in the loop and maintain their interest in your property. Did you renovate the lobby? Add new services or amenities? Host a seasonal event or local festival? Sharing these updates through email is a great way to stay connected with your past and potential guests.
For instance, one year we completely overhauled our outdoor patio area to include a new fire pit and outdoor seating. We made sure to send an email to our list with a before-and-after photo and a message along the lines of:
“We’ve got some exciting news! Our outdoor patio just got a major upgrade. Come relax by our new fire pit while sipping on complimentary hot cocoa—just in time for the chilly autumn evenings. Book your fall stay now and experience it firsthand!”
That campaign led to a notable increase in fall bookings, especially from guests who had already stayed with us during other seasons and were curious to check out the new features.
4. Timing Is Everything
One critical aspect that can make or break your email marketing campaign is timing. Sending emails at the wrong time can cause even the most thoughtfully crafted message to fall flat. But how do you know when to send?
Through trial and error, I’ve found that timing your campaigns around key moments in your guests’ lives can be a game-changer. For instance, sending emails around significant holidays—offering Christmas discounts, Valentine’s Day packages, or summer vacation deals—is a classic move. But what about less obvious times?
Here’s an anecdote: One of our guests left a great review after their stay in the spring. Knowing they had enjoyed a quiet getaway during a less crowded season, we reached out to them the following year, a few weeks before spring, with an exclusive offer to book another “peaceful spring retreat.” They booked within a week. Timing is everything—it’s not just about sending emails on a random Tuesday but finding when your audience is most likely to be thinking about their next vacation.
5. Create a Sense of Urgency
Finally, never underestimate the power of a little urgency. Limited-time offers, countdowns, or special deals that are “available for the next 48 hours only” can spur guests to act quickly rather than procrastinating. Phrases like “book now before we’re fully booked” or “this offer ends in 3 days” make the decision feel immediate, increasing the likelihood that they’ll book now rather than later.
Conclusion
Email marketing can be one of the most effective ways to build and maintain a relationship with your guests. By sending targeted campaigns, incorporating special offers, sharing updates, and mastering the timing and urgency of your emails, you can turn past visitors into repeat guests and attract new ones.
The key is to keep things personal, thoughtful, and relevant. It’s not about bombarding your audience with promotions but about creating connections that make them feel valued and excited about returning to your property.