Email marketing is the most effective communication tool that a Vacation Rental property can use…from both a cost and performance basis.
- 91% of your guests check their email every day
- 75% of them use a mobile device
- Email Marketing averages a 98% delivery rate vs. 2% by Social Media
- The return on investment averages $38 for every $1 spent on Email Marketing
I have been a Constant Contact “power user” for over 15 years and have found it to be the perfect tool for communicating with my guests…and am a Constant Contact Certified Solutions Provider.
The VR industry is unique among the many small and large businesses that use email marketing. Most users distribute some kind of monthly or quarterly newsletter, with special offers, coupons or other sales incentives…and they usually send them to a broad list of customers. This can be effective for Vacation Rentals, but I’ve found that real power of Constant Contact is the ability to create custom guest lists for targeted marketing campaigns:
- VIP Guests
- Guests Lists by Month
- Guests Lists by Season
- Large Group Lists
- Special Occasions: Anniversaries and Birthdays
An email campaign will be more effective if it is targeted to a specific audience…and conversely, repetitive campaigns sent to the wrong audience can cause the guests to remove themselves from future campaigns (unsubscribe or opt out).
Example: Here on the Texas Coast we have our Winter Texans…Mid-Westerners who travel South between January and March. They are an entirely unique marketing demographic from our Spring-Breakers, The Summer Crowd or The Fall Locals…and so, it makes no sense to bother them with emails about Fourth of July, or Spring Break. But, they do require their own unique campaigns concerning what interests them. Also, they, as a rule tend to book 6 to 9 to 12 months in advance….so timing of their campaigns requires that they are launched much more in advance than other groups.
How can you build targeted email marketing groups?
Craft Vacation Communications can unlock the information in your booking and reservations software, like:
- Property Plus
…and analyze your guest records to determine the optimal group segmentation and optimal “lead-timing” for scheduling effective email marketing campaigns.
We can manage your campaigns for you, or handle the set-up and let you take it from there.
For more information on this and other “Number Crunches”, visit our Analytics section.