4 emails guests want from you

Your email inbox is probably full of stuff you don't care about.

• Newsletters you never signed up for

• Spam about crypto

• One store that emails you twice a day even though you only bought Santa socks from them three years ago

It's easy to sift through all that junk and think email is a waste for brands.

But here's the thing. Email still works like crazy for getting bookings.

You just need to know what people actually want to read.

Most rental operators freeze up when it comes to emailing their list. They think they need to write the next best novel every time. Wrong.

You really only need four types of emails. That's it.

Let me break them down real quick.

1) Things To Do

This is where you talk about all the cool stuff near your property.

Don't write about the stuff people can easily find on Google.

Instead, go after the hidden secrets:

• The hidden waterfall

• The taco spot that makes you want to cry happy tears

• The sunset spot that's so pretty it seems fake

This email reminds people why they want to visit your area in the first place.

Some things to do should be paid and some free.

2) Deal or an Offer

If you run deals or promotions, give people a heads up.

Then obviously talk about the deal while it's live.

Make it known this deal is only found because someone is on your email list. It will continue to make your email list feel valuable.

Secret hack:

Most people expect deals on:

• Valentine's Day

• New Years

• Memorial Day

• Etc...

Offer a deal for reasons no one would expect. And tell them why:

• My birthday is on February 18th, so I could offer 18% off on any bookings made that day

• Give guests 25% off to celebrate your 25th wedding anniversary

• Your buddy just opened a bar downtown. Give the next 5 guests a free meal when they book 3 nights or more.

Creative offers add personality to the brand. Personality separates the fun from bland.

3) Best Dates to Book (That Are Open)

If you have good weekends or dates still open, tell your email list. But give a good reason why those dates are great.

Examples:

• Summer rates kick in literally the next Monday

• The jazz festival is in town

• Last year at this time it was booked

• Fall foliage begins

• The crowds will be gone but the nice weather will stay

• Etc...

Don't lie though.

If you say an April weekend CAN be sunny but historically it's been crappy out, don't promote it as a sunny escape. You'll just end up leaving a guest upset.

4) Travel Itinerary

Plan out someone's whole 2-4 day trip in the same language as if you we're explaining it to a friend. (i.e. You gotta try this taco place. I've been to Cozumel and these are better).

Warning: Don't choose this topic if your perfect guest isn't defined. Couples probably don't care about the best fishing spots and dive bars in town.

Let's work through one.

• The first day guests will be arriving. Keep it simple here. Recommend a place to eat or drink.

• Day two should include a 1-3 hour adventure paired with spots to stop and eat along the way.

• Day three can be a 1-1.5 hour immersive experience (wine tour).

• On the final day just recommend your favorite diner for brunch.

Best case, they read this email and book because you are a travel planning pro.

Worst case, they start designing a perfect escape in their head and grow the desire to book.

Your move

If you do marketing for your airbnb or hotel, you will get leads.

A lead is someone who has the intent to book with you at some point.

99% of people who give you their email want to hear from you.

Drive those people to a booking overtime. Here's how:

• Focus on one of the four topics you learned today.

• Keep all emails 500 words or less.

You might as well. Sending an email is free.

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

P.S. Writing this from Wisconsin. On a client shoot up north. There are a couple things I miss about living in this area:

• Dive bars

• Kwik Trip

• Supper Clubs

• The quiet

Doing an almost-marathon (20 miles) this weekend and then back to Boston.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running $100K Stay and Lodge Social.

1) $100K Stay — Learn how to make $100K for your Airbnb or hotel from social media in 90 days.

• This hybrid-live training program is everything you need to get your own guests from the internet. Even if you have zero audience, experience, or marketing skills.

• Enrollment is currently closed. Book a call to join the next one →

2) Lodge Social — Our marketing team will help you get more guests to like, share and book. Work with me and my team here.

Links you might like:

Every year I share my favorite Super Bowl ads here.

1. American Icons. These guys always do a good job (Budweiser)

2. Alexa is Scary. Amazon found an angle and nailed it (Amazon)

3. Pringleleo. There’s always one commercial that leaves you speechless and confused. This was that one (Pringles)

4. Good Will Dunkin. The right famous people played the right roles (Dunkin)