If you’ve already mastered collecting emails from your short-term rental or vacation rental website, you’re off to a great start. But simply building a list isn’t enough—you need to know what to do with it. That’s where segmentation comes in.
Segmentation involves dividing your email list into smaller groups based on specific criteria. This allows you to deliver targeted, relevant content that resonates with your audience, resulting in higher open rates, click-through rates, and ultimately, more bookings for your short-term or vacation rental. Let’s explore some effective ways to segment your list and why it matters.
Why Segmenting Your List is Effective
Sending the same message to everyone on your list can lead to disengagement. Not all guests are in the same stage of the booking journey or interested in the same kind of stay. Segmentation helps you:
- Improve Relevance: Targeted emails feel more personal and useful to guests searching for the perfect short-term rental.
- Increase Engagement: Guests are more likely to open and act on emails that match their interests in vacation rentals.
- Boost Revenue: A well-segmented list enables you to market the right offer to the right person, encouraging more bookings for your vacation rental property.
Can You Segment with Your Email Tool? Absolutely!
Whether you’re using a simple tool like Mailchimp or a robust platform like HubSpot, segmentation is within your reach. Basic tools allow for simple segmenting based on tags or behaviors, while advanced platforms offer dynamic lists and automation to scale your efforts. Start small and grow as your short-term rental guest list grows.
Ways to Segment Your Email List
1. Booking Stage
Why It Works: Prospective guests and past guests have different needs.
- Prospective Guests: Share special offers or highlight unique features of your vacation rental.
- Past Guests: Send loyalty discounts or invite them to book your short-term rental again during similar dates.
2. Travel Purpose
Why It Works: A family vacationer and a business traveler have very different priorities.
- Families: Emphasize kid-friendly amenities and nearby attractions that make your vacation rental ideal for them.
- Couples: Promote romantic packages or quiet getaways at your short-term rental.
- Business Travelers: Highlight amenities like high-speed Wi-Fi and workspace options for working guests.
3. Geographic Location
Why It Works: Local guests may prefer weekend getaways, while international travelers need more lead time to plan.
- Local Guests: Promote last-minute deals or weekend stays at your vacation rental.
- International Guests: Send detailed travel guides and book-early discounts for your short-term rental.
4. Booking History
Why It Works: Tailoring emails to past behavior can increase repeat bookings for your vacation rental.
- Frequent Guests: Offer VIP perks or exclusive deals for loyal visitors.
- First-Time Guests: Provide a discount for a return visit to your short-term rental or collect feedback to personalize future stays.
5. Engagement Level
Why It Works: Keeps your list clean and ensures you’re reaching an active audience.
- Highly Engaged: Send new property announcements or exclusive early booking offers for your vacation rental.
- Inactive Subscribers: Craft a re-engagement campaign with enticing offers or a survey about their short-term rental preferences.
6. Seasonal Interests
Why It Works: Seasonal marketing aligns with when guests are likely to travel.
- Winter Enthusiasts: Promote ski packages or cozy cabins as ideal vacation rentals.
- Summer Travelers: Highlight beach homes or properties near hiking trails for short-term rental getaways.
7. Lead Source
Why It Works: Knowing where your guests came from can help you tailor content.
- Website Leads: Offer a discount for completing a booking at your vacation rental.
- Social Media Leads: Share fun content and build engagement before promoting a direct booking for your short-term rental.
How to Segment with Ease
Tools like Mailchimp let you create tags or groups to manually segment your list. Platforms like HubSpot take it further with dynamic lists, advanced filters, and automation workflows. No matter which tool you use, the key is organizing your contacts with the data you already have to drive more bookings for your short-term rental or vacation rental.
Final Thoughts
Segmenting your email list is one of the best ways to turn a passive list of contacts into a highly engaged audience of potential and repeat guests. Whether you’re targeting families, re-engaging past guests, or marketing to travelers planning a seasonal trip, segmentation ensures you’re sending the right message to the right person at the right time.
CraftedStays Pro Tip: Our platform allows you to collect and organize guest data seamlessly, so creating segmented lists becomes a breeze. Ready to learn more? Book a demo to see how it works.