Is email marketing still effective for vacation rental companies? Absolutely! But if you’re email database isn’t growing, or you’re struggling to convert awareness to action, or you’re not getting enough direct bookings, you could be making these email marketing mistakes:
1. Not using data to define your target audience
Knowing how to grow your email database starts with knowing who your audience is. Gathering data and research about your target demographic, consumer behavior, and industry trends is critical to understanding your audience's specific wants and needs. Without this data, the probability of your email’s content resonating with the recipients is low, and the likelihood of getting more leads is even lower.
Along with not knowing the target audience, most vacation rental companies ignore the people already reached. We created an email marketing tool that identifies anonymous visitors to your website and sends you their email address directly to your CRM in real time!
2. Not optimizing for mobile devices
Email marketing is set up for failure if your emails aren’t visually appealing, have broken links, images that won’t load, and slow response times. The majority of people use a mobile device to open and read emails, so if you’ve created an email template that looks good on a desktop browser but haven’t checked the format on mobile, it’s most likely a poor design. If your email is hard to read or navigate, the user is simply going to delete the email and unsubscribe.
3. Not monitoring analytics
Marketing for vacation rental companies that isn’t data-driven won’t give you the results you’re looking for. That’s why we don’t like the term “marketing company,” because we do more than manage your marketing. Our business growth specialists don’t simply copy and paste what works for one business but rather track results and metrics to help you see what’s working and what’s not. By ignoring analytics, you could be:
- Sending emails at the wrong time
- Sending too many emails
- Sending too few emails
Whether your email marketing strategy needs help with emails going directly to spam, improving things like open, unsubscribe, and click-through rates, or setting a consistent email schedule, we have the tools, resources, and expertise you need to grow.
4. Not utilizing drip email campaigns
Automated emails, such as a welcome email and follow-up emails, are one of the best ways to increase click-through rates and conversion. While most vacation rental companies know the importance of triggered emails, what about autoresponders? Better known as a drip campaign, these are a series of emails that are sent to a subscriber automatically; for example, the first could be a response to a lead magnet such as a discount, free guide, etc. Then, more emails are sent over a period of time, naturally building trust through more personalized messaging and CTAs.
Grow Your Email List & Your Business With IMEG
Partnering with a vacation rental marketing company like IMEG ensures you won’t make these email marketing mistakes and can help you create a marketing strategy that will help you reach your business goals. Get in touch about our email marketing services today, and let’s get started.
