Learn to Nurture Leads and Past Guests
Automation Basics
Ever wish you could follow up with every lead, check in with past guests, and send out seasonal promos—without spending hours glued to your inbox?
That’s exactly what email automation is for. And if you’re a vacation rental manager trying to scale your direct bookings, automation isn’t just helpful—it’s essential.
Automation lets you send the right email at the right time, every time, without lifting a finger after setup. Whether someone just signed up on your website or stayed with you six months ago, you can keep the relationship warm, build trust, and bring them back—on autopilot.
Let’s break down what email automation is, why it matters, and how to set up your first sequences for maximum impact.
What Is Email Automation?
In a nutshell, email automation is the practice of setting up pre-written emails that get sent based on guest behavior or timing triggers.
Think:
A welcome series for new subscribers
A thank-you note after checkout
A re-engagement message 90 days later
Once you build it, it runs on its own—saving you time while keeping your guest communication consistent and effective.
Why Automation Is a Game-Changer for VRMs
You’re busy managing properties, guests, and maybe even a team. Manually following up with every lead or past guest? Not realistic.
With automation, you can:
Capture more bookings without extra effort
Stay top-of-mind with past guests
Convert more leads into paying guests
Save hours each week
It’s like having a virtual assistant working 24/7 to help fill your calendar.
The 4 Core Automated Sequences Every VRM Should Have
Let’s look at the essential sequences you can set up to start nurturing leads and maximizing direct bookings:
1. New Subscriber Welcome Series
📩 Trigger: Someone signs up via your website or downloads a guide
This is your first impression—make it count.
Email 1: Welcome & Introduction
Thank them for subscribing and share a little about your brand and what makes your properties special.
Email 2: Local Guide or Top Things to Do
Position yourself as the local expert with value-packed content that gets them dreaming about their next stay.
Email 3: Booking Incentive
Offer a small discount, free upgrade, or limited-time deal to encourage them to book directly.
2. Post-Stay Thank You & Review Request
📩 Trigger: Guest checks out
Don’t let a great stay end at checkout. Follow up!
Email 1 (1-2 days after checkout): Thank You
A warm message that says “we appreciate you” goes a long way.
Email 2 (3-5 days later): Review Request
Ask for feedback while the experience is still fresh. Include links to your Google, Yelp, or direct review page.
Optional: Referral or Return Incentive
Sweeten the deal with a code or bonus for booking again or referring a friend.
3. Re-Engagement Series
📩 Trigger: Past guest hasn’t booked or opened emails in 6+ months
Bring them back into the fold with a targeted campaign.
Email 1: “We Miss You!”
Friendly reminder of the great time they had. Include photos or a special memory if you have one.
Email 2: Exclusive Offer
Give them a reason to return—maybe a “Loyal Guest Discount” or first dibs on new property dates.
Email 3: Final Reminder
Create a little urgency. “Offer ends this week!” is a simple but effective nudge.
4. Abandoned Booking Follow-Up
📩 Trigger: Someone starts booking but doesn’t complete it
Don’t let hot leads go cold.
Email 1 (1 hour later): “Still thinking it over?”
Reassure them. Mention flexible dates, cancellation policy, or guest reviews.
Email 2 (24 hours later): “We’re holding your dates!”
Playfully remind them and include a clear CTA to finish booking.
Optional Email 3: Add social proof or testimonials for that final push.
Tools to Make It Easy
You don’t need fancy tech to get started. Most email marketing platforms like Mailchimp, ConvertKit, ActiveCampaign, and even basic CRM tools allow for simple automations.
Look for features like:
Tagging or segmenting based on behavior
Time-based triggers
Conditional logic (e.g., if they clicked but didn’t book…)
And always test your sequences before turning them loose. A typo or broken link can undo all your good work.
Pro Tip: Keep It Human
Automation doesn’t mean sounding like a robot. Write your emails the same way you’d talk to a guest in person—warm, helpful, and authentic.
Add their name, reference their last stay or inquiry, and always include clear calls to action.
The Bottom Line: Automate to Elevate
Email automation helps you stay in touch, build relationships, and drive bookings without doing all the work yourself. With just a few core sequences, you can turn casual browsers into loyal guests—and free up your time to focus on what you do best.
Start simple. Set up one sequence, see the results, and build from there.
