Owner playbook · Guest relationships
Email marketing for holiday rentals: a thoughtful guide to repeat bookings
Useful email begins with permission and gives guests a good reason to hear from you. A small, relevant plan can keep a property in mind without filling inboxes with generic offers.
Build a list with clear consent
Service messages about an existing booking are different from promotional emails. Invite guests to opt in clearly, explain what they can expect, store their preferences and make unsubscribing straightforward. Check current UK guidance for your situation before sending campaigns.
Make every message useful
Share a local seasonal guide, a practical update, or a relevant reason to return. Write for the person who stayed: use accurate details, one central idea and a clear next step. Avoid false urgency and do not assume every past guest wants marketing.
Plan a light seasonal rhythm
- After the stay: thank the guest and invite feedback.
- Before a relevant season: share what makes that time special.
- When dates open: provide accurate availability information.
- For returning guests: make it easy to check dates and ask a question.
Measure what matters
Look at delivery, clicks, replies, unsubscribes and bookings together. Opens are an imperfect signal. Use results to improve relevance, not to increase frequency automatically. Mailchimp and Ascend2’s 2025 UK consumer survey found 55% said they unsubscribe when content is irrelevant. The survey describes its respondents; it is not a prediction for your own guest list.
Keep the relationship respectful
Use personal information only as appropriate, keep your sender identity clear and include a visible unsubscribe route. A thoughtful email should feel like a useful extension of the stay and leave the guest in control.