16 Short Term Rental Email Marketing Topics

I love email marketing.

We started taking email seriously at Lodge Social only a couple months ago. Since then, we have:

• Made 4x return on ad spend.

• Grossed thousands of dollars in bookings with one email.

• Made it a core offering for all marketing service options.

Early on, one of our biggest time sucks was figuring out what to write about.

Our go to topic was to promote deals or push bookings towards popular weekends.

I'll admit. We got a little money hungry. This approach only led to short term wins and unsubscribes.

We needed to make our emails more... fun!

So, I created a list of 16 email topics to save time and help us create emails that never get stale.

Let's rapid fire through these topics, shall we?

Topic #1: One Feature

Focus on one standout feature and write the entire email about it.

Example: "Morning Coffee on the Lake" – Share the experience of enjoying coffee on a deck overlooking the lake.

Topic #2: FAQ

Answer common questions to build trust.

Example: "Can I Bring My Dog?" – Explain your pet policy in detail and tips for pet-friendly travel.

Topic #3: What's Inside

Outline exactly what guests are getting.

Example: "Everything Included in Your Stay. No Surprises" – Share your pricing structure and what guests get for their money.

Topic #4: How It's Made

Share how your property was built.

Example: "How We Restored Our 1920s Farmhouse" – Share the transformation story with photos.

Topic #5: Back On The Calendar

Announce date openings.

Example: "Summer Dates Just Opened – Book Fast!"

Topic #6: Trending

Highlight times guests are booking.

Example: "Winter is Trending: Here’s Why You Should Book" - Share your occupancy rate and open weekends. Then, provide tips for a winter getaway.

Topic #7: Testimonials

Boost credibility with reviews.

Example: "What Guests Are Saying About Us" – Highlight standout quotes.

Topic #8: Us vs. Them

Compare yourself to alternatives

Example: "Hotel Room vs Our Cozy Cottage" - Explain why guests prefer your stay over a common alternatives. This is a good time to brag about your amenities.

Topic #9: Myths vs Facts

Address misconceptions.

Example: "Myth: There's Nothing to do In Minnesota. Fact: Here's 10 Things To Do" - Share things you love to do near your rental. Try to have a balance of indoor and outdoor activities.

Topic #10: Blog Promo

Share a blog post guest might find interesting.

Example: "Local Eats: A Foodie’s Guide to Our Area" – Highlight a local guide about nearby dining.

Topic #11: PR Highlight

Showcase mentions by press or influencers.

Example: "See Why Influencers Are Booking Our Stay" - Share testimonials and kind words from influencers. Provide links to their content to boost credibility.

Topic #12: Holiday Email

Tie your stay to real or quirky holidays.

Example: "Celebrate National Relaxation Day With Us"

Topic #13: Progress Update

Share milestones and construction updates.

Example: "We’ve Hosted 500 Guests – Thank You!" - Write a brief thank you letter and then offer a limited time deal as a "giving back" gesture.

Topic #14: Puzzles/Riddles

Engage readers with fun challenges.

Example: "Guess the Local Landmark – Prize Inside!" - Use a tool like Typeform to create a challenge. If the reader gets it right, offer a discount code.

Topic #15: Note from You

Share a personal story.

Example: "Why We Started This Stay" - Talk about you. Stories are the best way to connect with people.

Topic #16: Gift Cards

Promote gift card offers.

Example: "Treat Your Loved Ones to an Escape" - Use Giftup to sell gift cards that are less than your daily rate.

4 Email Marketing Rules

#1: Use a Email Tool

You can't send mass emails from your personal gmail account. You'll need a email tool to do this. Here are my favorites:

• MailChimp

• Hubspot

• Beehiiv

These three tools take a day to learn.

#2: Use Lead Magnets

Give away something great in exchange for an email address. Here are some lead magnets that work well for me right now:

• Enter to win a free stay

• Enter for 10% off

• Enter for $100 off

My lead magnets are made through pop ups or it's painted all over my website.

Either way, have it be very front and center when someone comes to your website for the first time.

#3: Use P.S. Statements

These are the most read lines in an email. I don't know why, but they are. Use this as a promotion opportunity.

Example:

P.s. Book now and save $100 on any March weekend.

#4: Send Early

Send your email between 5am and 9am.

People are in a better mood at this time and tend to check non-work related emails.

Happy sending!

That's all for today. I'll see you in the next article.

Before you go

I just launched my brand new direct booking marketing agency, Lodge Social.

We help rental operators get more guests to like, share, and book.

Apply to work with me and my team here.

Links to might like:

1. I thought this was interesting. Casago and Vacasa announced a merger.

2. 3 keys to viral hospitality content. (Ben Wolff)

3. Last year’s (2024) best articles. Some voted by you. Some by me.

4. Speaking to everyone is speaking to no one. Let me explain…