One of the tools we see that is underused or not used properly in the vacation rental industry is direct email marketing. Often, people consider this to be an “old” tactic or their email itself looks like it is from 2001. However, with the proper efforts, email marketing can be one of the most powerful tools in your vacation rental marketing arsenal. But what makes a good email marketing campaign, or even a good email for that matter? Here are five tips you can use to improve or launch your next email campaign.
Make sure you are mobile friendly. We live in a world where everything is at our fingertips in this little device called a smartphone. If your marketing plan doesn’t revolve around this device then you should look at revising it. Some statistics say that over 60% of emails opened are on a mobile device so your design and methodology should revolve highly around mobile. At ICND we are always updating our custom email templates and improving them for mobile usage. In many ways this goes beyond just pixel size.
Have the right focus and goals. Don’t try to make bookings with an email. The point of sending an email is to drive traffic to your website, not to make bookings. Although we can attribute bookings to email campaigns through analytics to show the value and return on investment, this should not be the goal when designing and planning. Because of this, you want to make sure your brand is consistent across the board. For example, if your email talks about a specific vacation rental special, when your buyer clicks through to the website they will expect to know more. Whether that is in the form of rental properties, information about the specifics of the vacation special, or how they can receive the discount in the near future, you will need to make sure they know what to do. Focus on driving traffic and let your website do it’s thing.
Create a message. One thing we suggest with our email marketing is to drive a specific message. Instead of focusing on several different topics in one email, focus on one and really drive the message home. This makes sure that your audience knows what you are trying to promote and will allow you to understand what offers your target audience wants and does not want.
Make it a visual experience. Many emails can be bulky with random images and a lot of text. Though you should follow the 80/20 rule with text to images, make your email a visual experience. Take some time to put your best foot forward with your imagery and select things that really capture what you are promoting. One thing to remember is if your email has too many images, it is likely to be marked as spam. You can also add another layer of spice with colors and fonts. This can be slightly tricky when you are designing for 28 different email clients i.e. outlook, gmail, yahoo, iPhones, etc… so if you get stumped, we are always here to answer your questions.
Testing and measurement. When you are done and have everything just the way you want it, don’t forget to test your email before sending. This will tell you if it is going to look right when the recipient receives it through their email client. And if by some chance it doesn’t look right, a view in browser link isn’t a bad thing to have at the top. Also, don’t forget to measure your campaigns. It is all for nothing if you aren’t measuring how your email campaigns are performing.
All in all, there are many things that go into creating and executing a successful email. These five points, although valuable, are just skimming the surface when it comes to everything you have to do. So if you want to add or improve your email marketing but some of this just seems a little too overwhelming, reach out to us and we would be more than happy to answer questions and start you off on the path to success with your direct email marketing.