The best marketing thing no one talks about

Email marketing is my favorite channel to get bookings.

Here's why it works:

• An email inbox is sacred, so people pay attention (no one doom scrolls their inbox).

• Attention creates interest.

• Attention and interest are needed to buy stuff.

When someone gives you their email address, they're saying "I'd like to learn more about what you're selling."

Think about social media for a second.

Your video is one of dozens if not hundreds someone will see that day. No one makes a buying decision viewing that much content.

But email?

Email lands directly in their inbox.

• No algorithm.

• No competition from cat videos.

• Just you and your potential guest having a one-on-one conversation.

The numbers don't lie either.

For every $1 we spend on social media ads, we make anywhere between $1 and $3 back in bookings.

Add in email, we make $3 - $9.

How many times would you trade $1 for $9? All the times.

Before you send emails, know these golden rules:

There are 5 things you must know before clicking send. Write them down.

• Send early

• Use P.S. statements

• Text wins

• Use lead magnets

• Use welcome emails

1) Send early

There are two timeframes during the week people check email in a good mood.

• Weekdays: 5-9am

• Weekends: 8-11am

Send then.

2) Use P.S. statements

For some reason people love reading P.S. statements.

Not sure why. Not sure I care. Use this as a promotion opportunity.

Example:

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

3) Text wins

Too many rental operators make their emails looks like a book fair poster from kindergarten.

More misplaced text + photos = more thinking from a reader = more confusion = less action.

People are used to reading emails that look like emails. Make your emails look like emails.

Examples at the bottom.

4) Use lead magnets

Most rental operators give a guest two options on their website.

• Book

• Leave

We like to offer a 3rd. A lead magnet. This gives the guest a chance to take a baby step towards completing their mission. Booking.

Plus, it gives you a chance to message them on the most transactional marketing channel to exist.

Win. Win.

Lead magnet example: Enter your email for $100 off

5) Use welcome emails

When someone signs up for your lead magnet, don't give them the offer right away.

Instead, deliver it via an automated welcome email.

This gets a guest in the habit of seeing and opening your emails.

Don't skip this.

Next, build an email list

In order to get bookings from email, you need people to email

If you have a lead magnet on your website, you will get leads from any of these channels.

• Google Ads

• SEO

• Meta Ads

• Social media

• Referral networks

If you don't know which one to pick, read this.

These are guest-finder channels. Use them to find guests.

• We have gotten more leads from Meta + Social media. But, those leads take longer to book.

• We have gotten less leads from Google Ads. But, they book a little quicker.

Regardless, you need a guest-finder channel. Having a lead magnet without anything feeding it is pointless.

Your Move

Now, it's time to send.

Start by sending 1-2 emails per month.

Once you get bookings from most emails, send more.

End goal: Send 3 emails per month and make money from all of them.

Bonus points if you can send 4.

If you're a visual learner, here are 4 examples of emails I like to send. Enjoy!

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

P.S. Writing this on the train coming back from a day trip in Providence, RI. Here’s my review:

If you like simple coastal cities where you don’t have to hurdle cars to get across the street and can actually go out to eat with no wait. This should be your next trip.

If you want a little more pizzazz, go north to Boston.

Locals: how’d I do?

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running 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:

1. Airbnb isn’t dead. It’s just evolving… (LinkedIn)

2. I dressed up as Santa for an ad (The Lodge Social)

3. Pros & cons of the 4 main direct bookings marketing channels (Instagram)

4. The 13 best honeymoon destinations in the USA (Wander)