As a property manager I’m sure you are crazy busy. So when you send an email you want to see that people are opening it. However, worrying about the open rate won’t help you improve your resort email campaigns.
Open rate should be the least of your worries when you know you are sending the right email to the right people at the right time. If you are doing this then not only will your open rate improve but also your click rate, which is an important metric for measuring engagement. So what should you worry about when using email marketing for your vacation rental property? You should concern yourself on sending the right email and the rest will follow. How do you do that? Here are few tips you can follow to improve your email open rate and click rate to produce more engagement via your email campaigns:
- Determine who you are targeting and write to them. Maybe your emails are not being opened because you are not sending your email to the right audience. Your email may be a good email but if it is sent to the wrong audience then your open rate is apt to be low. When you segment your emails to be sent to specific audiences you will be able to easily identify what kind of content this audience wants. You can segment your audience many different ways. One of the most useful ways to segment is by buyer persona.
- Timing is everything. Where is your audience at in the buyer's journey? Are they even aware that they need to use a vacation rental property versus other options? Or are they past looking for new offers? Timing will determine when you send the email and also the kind of content within those emails.
- Use the email to nurture your leads into customers. Email is a good tool to give a gentle push to your leads and entice them to become customers by corresponding with them and continuing to give them content they want to read. You don’t want to be too forceful because you will then run the chance of losing your lead. It helps you keep in contact with your leads and remind them why they need your product or service in hopes they will close into customers.
*Remember: Emails are meant to add value, not ask for it. So make sure each of your emails have a clear goal with a focus on engagement.
Email marketing for your vacation rental property can be tricky. Yet it is a very useful tool that can be used in your inbound strategy. Instead of worrying about if your email is opened every time, you should instead focus on the engagement your emails are producing and how you can increase that engagement. The three ways above will help lead you on the way to producing engaging emails that your guests will want to open.
However, it is understandable if you don’t have the proper amount of time to focus on perfecting your email marketing for your vacation rental property. If you lack the time we invite you to contact us for a free consultation to discuss solutions that are right for you.