It feels like everyone says to "collect emails for direct bookings", but almost no one explains what emails to send or why they matter.
Emails take some upfront work to map out and create, but once your automations are in place, they compound over time.
Here's a few of my favorite marketing emails for STRs:
One-time Emails
Welcome Email
Sent immediately after someone joins your email list, either through your website, PMS, or WiFi login. This is where you introduce your brand, share your story, and begin to build a relationship with the guest. The first email sets the tone, and welcome emails almost always have the highest open and click rates, so put your best foot forward and a little personality into it!
Post-Departure Email
Thank guests for staying and encourage them to book direct next time. It is also an ideal moment to ask for feedback or reviews.
New Property Announcements
For property managers, send an announcement email whenever you onboard a new property. Guests on your email list love discovering new places, and owners love seeing their home featured. These emails usually get really high engagement. And yes, your owners should be on your email list, not just guests. Show them you're working!
Open Availability Emails
Use your list to highlight last-minute openings or short windows of availability. One great example I saw recently was a simple update that said: here are the dates we are fully booked, here is the one weekend still open. These don't need to be complicated. Sometimes, people just need a reminder to plan their next trip, and you never know what might inspire someone to book their next getaway. Bonus points if you include a small discount.
Recurring Marketing Emails
Monthly Newsletter
It's really important to send at least one email per month to keep your list "warm". Have fun with it while sharing genuinely helpful local insights like:
- Upcoming events happening in your area
- New restaurants or fun things to do opening in your area
- Weather reports like the date of first snowfall
- Interesting facts about the town… "this day in history"... it could be anything!
These emails remind guests what they enjoyed about staying with you and can spark their next booking.
Booking Anniversary Emails
Trigger an email based on the guest's original booking date. Use your average booking lead time to determine when to send it (like 30, 60, or 90 days before their booking anniversary). Many guests return to the same area around the same time each year, and your place could become part of their yearly tradition.
Booking Abandonment Emails
If you have access to the data, send a quick reminder to guests who started the booking process but didn't finish it. Keep the email simple with a single button that instantly brings them back to their reservation details to finish their booking. Life happens! People get distracted, sometimes they need a little reminder to finish what they started.
Standard Promo Campaigns
Highlight one specific property or unit type with a short description and a clear "Book now" call to action.
P.S. If you aren't capturing guest contact info outside the OTA, you're renting your customers instead of owning the relationship, and we're all here to run a business, right?
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