This Short Term Rental Marketing Strategy ROCKS!

In the last 5 months we've been testing out a unique strategy and I love it.

I call it the Wonderful Welcome Email Automation.

It works like this:

• People come to the website.

• If they aren't ready to book, they can exchange their email for a special offer through lead magnets.

• This action triggers a series of emails that inspire them to book.

Most people who find you from marketing channels like:

• Google Ads

• Social Media

• Meta Ads

• The vast world-wide web

Don't book right away. About 1%

Which makes sense. It's easy to forget that booking a night or two with you is only half the job. Guests still have to:

• Take time off work

• Find things to do

• Invite people to join

Only giving them the choice to book or leave and forget about you doesn't help anyone.

This strategy let's you remind them of their desire to travel so they - for once - don't push it off.

After someone becomes a lead, immediate touch points are very important. This may be the most interested they will ever be in booking.

Unfortunately, I didn't realize this for a long time. Leaving loads of money on the table. Now, this welcome email automation is a staple in my process.

How the Wonderful Welcome Email Automation Works

This system is made up of four emails. You can add more but may risk people unsubscribing and leaving forever.

• Email #1: Welcome email

• Email #2: Coupon reminder

• Email #3: Booking reminder

• Email #4: Success Statement

If guests give you their email address. They're interested. Just not ready. Get them ready with this system and earn your booking a few days later.

Here's how, step by step:

Email #1: Welcome Email

Send the welcome email seconds after someone opts in for your lead magnet.

The best lead magnets offer a:

• Percent off your nightly rate

• Dollar amount off your nightly rate

• A freebee like a voucher to a restaurant

In exchange for an email address.

Once someone opts in, don't give the discount right away.

Instead, have guests check their email for it.

The contents of this message is simple:

• Give them the discount code they opted in for.

• Tell them how to use it step by step.

• Welcome them to your world by sharing stories about you, great guest experiences, or hidden secrets about your local area.

Pro tip: Offer a slightly better deal only found in the welcome email valid for 48-72 hours.

Subject line example: Save 15%. Use this code.

Send: Immediately

Email #2: Coupon Reminder

This message is quick. Simply remind them about their coupon a couple hours later. Even use the same verbiage you did in the welcome email. Copy. Paste.

You may think it's too soon but trust me, people will forget about you within 15 minutes.

Subject line: Reminder! Use your coupon

Send: 4 hours after the welcome email

Email #3: Booking Reminder

Send a reminder to book 24 hours after the last email.

The only difference between this email and the Coupon Reminder is the added context.

Added context: Paint the rest of the email with testimonials. People like to see that others took the leap and were happy. Three at minimum, no maximum.

With each testimonial, share a photo so people remember what drew them in at first.

Subject line: Confirm Your Booking

Send: 24 hours after last email

Email #4: Success Statement

This will be the last time you email them about the coupon they opted in for. So tell them by saying something like:

Then, remind the guest of two things:

1. Your amenities or things that make your stay special.

2. Why they got hooked on your stay in the first place (i.e. photos).

List the amenities. Don't bundle them into paragraphs. People don't read paragraphs. Use your Airbnb listing as a reference.

The photos can be stand alone.

Subject line: Final Reminder! Save 15%

Send: 24 hours after last email

Last Notes

This entire system is automated and should be built out in an ESP system. Here are the three we use most often:

• MailChimp

• Beehiiv

• Hubspot

Not automating this would be a mental prison.

This welcome email sequence seriously works.

Rental operators spend tons of time and money getting website traffic only to hope 1% of those people book.

Inspire people to book while their interest is higher than it will ever be.

You won't regret it.

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

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. The stages of a short term rental marketing funnel (Conrad O’Connell)

2. The secret to viral hotel videos (Ben Wolff)

3. Ultimate guide: How to get bookings with Instagram (The Lodge Social)

4. Vacation rental SEO masterclass (YouTube)