Email Marketing Tactics to Drive Repeat Vacation Rental Bookings

OTAs like Airbnb deliver exposure, but they don’t help you build real guest relationships. Once a guest leaves, you can’t easily reach them again. That’s why email marketing is a game-changer for hosts who want to grow repeat bookings and reduce OTA dependence.

In this post, you’ll learn how to set up a simple yet effective email marketing system for your vacation rental — without expensive tools or marketing degrees.

Why Email Marketing Works for Vacation Rentals

High ROI — Email consistently delivers one of the highest returns of any marketing channel (average $36 return for every $1 spent).
Repeat stays — Guests who enjoyed their experience are highly likely to rebook.
Low cost — Unlike ads, emails cost pennies to send.
Control — You own your guest list, not Airbnb.

Step 1: Start Collecting Guest Emails

You can’t run email campaigns without an email list. The good news: guests are usually happy to share their email, especially if it helps them save money.

Ways to collect:

Direct booking website — Collect emails at checkout automatically.
Wi-Fi sign-in — Offer Wi-Fi access in exchange for entering an email.
Welcome card — Leave a QR code in the property with “Sign up for 10% off your next stay.”
Post-stay survey — Ask for feedback + an option to join your mailing list.

Step 2: Choose the Right Email Tool

You don’t need enterprise software. Affordable options include:

Mailchimp (free up to 500 contacts)
ConvertKit (great for automation)
Brevo/Sendinblue (budget-friendly, GDPR-compliant)

Tip: Use a professional domain email (e.g., hello@yourproperty.com) to build trust.

Step 3: Plan Your Email Campaigns

Here are the 4 main types of emails vacation rental hosts should send:

1. Welcome Email

Sent after a guest signs up.
Example: “Thanks for joining! Here’s 10% off your next stay.”

2. Seasonal Promotions

Target guests during peak travel planning times.
Example: “Plan your spring getaway — book direct and save 15%.”

3. Local Content Emails

Share travel tips, events, and local guides.
Example: “Top 5 Restaurants in Medellín You Can’t Miss.”

4. Repeat Guest Offers

Personalized discounts for returning guests.
Example: “We’d love to host you again — here’s a special rate.”

Step 4: Automate Your Email Flow

Set up simple automations:

After booking → send confirmation + upsell local services.
7 days before check-in → send welcome info, directions, and local guide.
3 days after checkout → request a review + offer discount for next stay.

Automation ensures consistent communication without extra work.

Step 5: Segment Your List

Not all guests are the same. Segmenting makes emails more relevant.

By stay type (families vs digital nomads vs couples).
By booking frequency (one-time vs repeat).
By location (if you manage multiple properties in different cities).

Step 6: Track and Improve

Measure these key metrics:

Open rate — Are people opening your emails?
Click-through rate (CTR) — Are they clicking your booking link?
Conversion rate — Are they completing bookings?

Most tools make this easy to track.

Example Email Template

Subject: “Your next Medellín stay — 10% off when you book direct!”

Hi [First Name],

We loved hosting you at our [Property Name]. As a thank you, we’d like to offer you 10% off your next stay when you book directly with us.

Click below to check dates and secure your discount:

👉 Book Direct Now

We look forward to hosting you again!

Cheers,

[Your Name]

Final Thoughts

Email marketing is one of the most effective (and affordable) ways to grow your direct bookings. With just a few automations and personalized offers, you can:

Stay connected with past guests
Encourage repeat stays
Build a loyal community around your rental

👉 Don’t let Airbnb keep control of your guest relationships. Start your first email campaign today and watch your repeat bookings grow.