The Power of Email Marketing
Why email is the highest ROI channel for direct bookings.
As a vacation rental manager (VRM), you’re no stranger to the hustle of keeping your properties booked. Between juggling listings on OTAs (Online Travel Agencies), tweaking social media posts, and maybe even dipping your toes into paid ads, it’s easy to feel like you’re spinning plates just to stay afloat. But here’s a truth bomb: there’s one marketing channel that consistently outperforms them all when it comes to driving direct bookings—and it’s probably sitting quietly in your toolbox, waiting to be unleashed. That’s right—I’m talking about email marketing.
If you’re skeptical, I get it. Email might not feel as flashy as a slick Instagram reel or a boosted Facebook ad. But when it comes to return on investment (ROI), email marketing is the undisputed champion. Studies show it delivers an average ROI of $42 for every $1 spent—making it four times more effective at acquiring customers than social media. For VRMs, email isn’t just a nice-to-have; it’s a game-changer that can boost your bottom line, strengthen guest relationships, and reduce your reliance on third-party platforms. Here’s why email marketing deserves a starring role in your revenue strategy—and how it can transform your vacation rental business.
Why Email Outshines the Competition
Let’s break it down. OTAs like Airbnb and Booking.com are great for visibility, but they come with a catch: hefty commissions that eat into your profits. Social media? It’s a moving target—algorithms change overnight, and your posts might not even reach your followers unless you pay to play. Paid ads? They’re effective until your budget runs dry, and then it’s back to square one. Email, on the other hand, offers something none of these channels can: direct, owned access to your audience.
Your email list is yours to keep. No algorithm can hide your message, no platform can slap a fee on it, and no competitor can swoop in and steal your spotlight. When you send an email, it lands right in your guest’s inbox—a personal, one-on-one conversation that’s yours to craft. That’s powerful stuff, especially when you consider that your past guests are your warmest leads. They’ve already stayed with you, loved the experience (hopefully!), and are far more likely to book again—if you give them a reason to.
The ROI Proof Is in the Numbers
Still not convinced? Let’s talk stats. Email marketing’s $42-to-$1 ROI isn’t just a catchy headline—it’s backed by real-world results. For VRMs, this translates to more direct bookings without the middleman taking a cut. Imagine sending a single “We Miss You” email to past guests with a 10% discount for their next stay. If even a handful of them book directly through your website, you’ve bypassed OTA fees and pocketed more profit—all for the cost of a few minutes crafting an email.
Compare that to the endless budget drain of paid ads or the unpredictability of organic social media reach. Email isn’t just cost-effective; it’s predictably effective. And with the right strategy—think personalized offers, timely follow-ups, and compelling calls-to-action—you can turn one-time guests into repeat customers who keep coming back year after year.
Email Keeps You Top-of-Mind
Here’s a scenario every VRM dreads: a guest has an amazing stay at your property, raves about it to their friends, and then… forgets about you. Months later, when they’re planning their next trip, they hop on an OTA, scroll through endless options, and book with someone else. Why? Because you didn’t stay in touch.
Email fixes that. A well-timed message—like a thank-you note after their stay, a seasonal promotion, or a last-minute availability alert—keeps your brand front and center. It’s not about spamming their inbox; it’s about building a relationship. A simple “Hey, we’d love to have you back—here’s a little something special for you” can be the nudge they need to skip the OTA search and book directly with you instead.
The Control Factor: Owning Your Guest Relationships
Relying solely on OTAs hands over too much power—to their fees, their rules, and their control over your guest data. With email, you’re in the driver’s seat. You own the list, you decide the message, and you keep the connection alive. Want to offer an exclusive deal to past guests? Done. Need to fill a last-minute cancellation? Email’s got you covered. It’s a direct line to your audience that no third party can gatekeep.
Plus, email lets you showcase your brand in a way OTAs never will. A beautifully designed, on-brand email with stunning photos of your property and a warm, inviting tone reinforces who you are and why guests should choose you. It’s your chance to stand out in a sea of generic listings—and build loyalty that lasts.
Getting Started: Small Steps, Big Wins
If you’re new to email marketing, don’t worry—you don’t need to overhaul your entire operation overnight. Start small: collect guest emails (legally, of course!) during the booking process, then send a simple post-stay thank-you email with a subtle rebooking incentive. From there, you can grow into automated sequences—like welcome emails, abandoned booking recovery messages, or seasonal promotions—that work their magic while you focus on running your properties.
The beauty of email is its scalability. A little effort upfront—like setting up an automated nurture campaign—pays off in spades down the road. And if you’re too busy to handle it yourself? That’s where tools and services (like ours at VRM Engage!) come in, taking the heavy lifting off your plate so you can enjoy the results: more bookings, happier guests, and a healthier bottom line.
The Bottom Line
Email marketing isn’t just another task on your to-do list—it’s the highest ROI channel for driving direct bookings, hands down. It’s affordable, effective, and puts you back in control of your guest relationships. Your past guests are a goldmine of potential revenue, and email is the key to unlocking it. So why let unbooked nights slip away or hand over more profits to OTAs? Start harnessing the power of email today, and watch your vacation rental business thrive.
