The Key to More Direct Bookings
Building an Engaged Email List
You and I both know how much effort goes into keeping those properties booked—tweaking listings on Airbnb or VRBO, sharing gorgeous pics on Instagram, maybe even dipping a toe into paid ads.
But let me tell you about something that’s been a total game-changer for VRMs: a solid email list full of engaged subscribers.
Forget chasing unpredictable social media algorithms or watching your ad results vanish the second the budget dries up. An email list?
It’s like having a direct line to your past guests and future bookers. It’s your chance to build real connections, get those repeat stays rolling in, and boost direct bookings—no middleman required.
I’ll break down why this is such a big deal for us VRMs and how to make it work like a charm.
Why Email Is Your Most Valuable Marketing Asset
Let’s face it—depending solely on OTAs means giving up control. You’re subject to their fees, policies, and shifting algorithms. Social media? It’s great for brand awareness, but visibility is unpredictable unless you pay for it. In contrast, your email list is yours to own.
It gives you direct access to your guests whenever you need to reach them, allowing you to nurture relationships and drive direct bookings on your terms.
An engaged email list isn’t just a collection of names; it’s an audience that trusts you. Unlike cold social media followers, your email subscribers have already shown interest in your properties.
By consistently providing value, you turn them into loyal guests who book again and again.
The Key Benefits of an Engaged Email List
1. Lower Marketing Costs & Higher ROI
Compared to running ads or paying OTA commissions, email marketing is one of the most cost-effective ways to drive bookings. Studies show that email delivers an average ROI of $42 for every $1 spent—making it far more profitable than social media or paid ads.
2. Increased Direct Bookings
When you own your email list, you reduce dependence on third-party platforms. That means fewer commissions paid to OTAs and more revenue in your pocket.
A well-timed email with an exclusive offer can entice past guests to book directly through your website instead of returning to an OTA.
3. Stronger Guest Relationships
Unlike generic OTA interactions, email allows you to personalize communication. You can send tailored messages based on past stays, preferences, and interests—making guests feel valued and more likely to return.
4. Predictable, Long-Term Growth
A strong email list provides consistent marketing opportunities.
Rather than relying on unpredictable traffic spikes from OTAs or social media, email gives you a reliable way to reach your audience whenever you want to promote a special offer or fill last-minute vacancies.
How to Build an Engaged Email List…
Now that you know why email marketing is so powerful, let’s talk about how to grow a list filled with engaged subscribers who actually want to hear from you.
1. Collect Emails at Every Guest Touchpoint
Make it a habit to request email addresses at multiple points in the guest journey. Some of the best opportunities include:
Booking Process: Add an opt-in checkbox for promotional emails when guests book direct.
Check-In & Check-Out: Offer an incentive (such as a discount on a future stay) in exchange for an email address.
Website Pop-Ups & Lead Magnets: Provide a free local travel guide, packing checklist, or discount in exchange for sign-ups.
2. Offer a Compelling Reason to Subscribe
People don’t give away their email addresses for nothing. To encourage sign-ups, provide an irresistible offer, such as:
A 10% discount on their next stay
Exclusive early access to last-minute deals
A free local insider’s guide with restaurant recommendations and activities
3. Segment Your Email List for Personalization
The best way to engage your list is by sending the right message to the right person. Use segmentation to group subscribers based on factors like:
Past Guests vs. New Leads: Send past guests special “We Miss You” deals, while new leads get introductory content.
Location & Interests: Promote seasonal stays based on where your guests are from or what activities they enjoy.
Booking History: Reward repeat guests with VIP offers.
4. Send Engaging, Value-Packed Emails
Keep subscribers engaged by balancing promotional emails with valuable content:
Travel tips and local event highlights
Exclusive guest perks
Behind-the-scenes stories about your properties
5. Make Unsubscribing Easy
While it may seem counterintuitive, giving subscribers an easy way to opt out actually boosts engagement. It ensures your list is filled with people who genuinely want to hear from you—resulting in better open rates and fewer spam complaints.z
The Bottom Line: Your Email List = Your Revenue Lifeline
An engaged email list isn’t just another marketing tool—it’s your direct pipeline to more bookings, better guest relationships, and higher profits.
Unlike social media followers or OTA listings, your email subscribers belong to you.
By nurturing your list with valuable content and personalized offers, you create a predictable, high-ROI marketing channel that works for your business long-term.
So, don’t leave direct bookings to chance. Start building and engaging your email list today—and watch your vacation rental business thrive!
