Email marketing can be a simple but useful way to encourage repeat bookings for your holiday let.
Many owners spend a lot of time trying to reach new guests.
That is important.
But previous guests are valuable too.
They already know your property.
They have stayed before.
They may have enjoyed the location, the experience and the way you looked after them.
If they want to return, or recommend you to someone else, you want to make that easy.
That is where email marketing can help.
📧 Why Email Marketing Matters
Email marketing gives you a direct way to stay in touch with previous guests and interested enquiries.
Social media posts can be missed.
Booking platform messages stay inside the platform.
But an email gives you a simple way to remind people about your property and send them back to your own website.
A simple email journey might look like this:
Guest stays at your property
↓
Guest has a good experience
↓
You send a polite follow-up
↓
Guest remembers your property
↓
Guest visits your website
↓
Guest enquires directly in future
This can support repeat bookings over time.
🔁 1. Previous Guests Are Valuable
Previous guests are often easier to market to than completely new guests.
They already know what staying with you is like.
They may remember the property, the local area and the experience.
They may also be more likely to trust you.
This makes them a good audience for:
✅ Returning guest reminders
✅ Seasonal availability updates
✅ Local event information
✅ Direct booking messages
✅ Property updates
✅ New photos
✅ Special break ideas
You do not need to email constantly.
A few useful emails a year can be enough to stay in people’s minds.
🏡 2. Send Guests Back To Your Website
Your website should be at the centre of your email marketing.
Instead of sending previous guests back to Airbnb, Booking.com or another platform, you can send them directly to your own website.
Your website gives them somewhere to:
✅ View updated photos
✅ Read property details
✅ Check local information
✅ See guest reviews
✅ Find contact details
✅ Make a direct enquiry
This helps keep the guest relationship with you.
It also supports your direct booking goals.
📅 3. Use Seasonal Emails
Seasonal emails can work well for holiday lets because guests often plan breaks around the time of year.
You could send emails about:
✅ Spring breaks
✅ Easter availability
✅ Summer holidays
✅ Autumn weekends
✅ Christmas stays
✅ New Year breaks
✅ Dog-friendly winter escapes
✅ Local seasonal events
✅ School holiday availability
✅ Last-minute gaps
The aim is to give people a reason to think about booking again.
For example:
“Looking for a quiet autumn weekend away? We still have selected dates available, and you can find full details on our website.”
Simple, helpful and direct.
📍 4. Share Local Events And Attractions
Guests may be interested in more than just the property.
They may want to know what is happening nearby.
Email can be a good way to share local information, such as:
✅ Food festivals
✅ Christmas markets
✅ Walking events
✅ Theatre shows
✅ Local fairs
✅ Historic attractions
✅ Family days out
✅ Dog-friendly places
✅ Seasonal activities
✅ New places to eat
This makes your emails more useful and less sales-focused.
You are not just saying “book now”.
You are giving people ideas for a future trip.
🖼️ 5. Use New Photos And Updates
If you have improved your property, updated a room or taken new photos, email is a good way to tell previous guests.
You could share:
✅ New interior photos
✅ Garden updates
✅ Fresh decor
✅ New furniture
✅ Improved facilities
✅ Seasonal touches
✅ Local area photos
✅ Guest review highlights
This helps remind people what they liked about your property.
It also gives them a reason to visit your website again.
💬 6. Keep Emails Simple
Holiday let emails do not need to be long or complicated.
A simple email could include:
✅ A friendly opening
✅ One clear topic
✅ A useful update
✅ A link to your website
✅ A clear way to enquire
For example:
“Hello, we hope you are well. We just wanted to let you know that we have added new photos to our website and still have some spring weekend availability. If you are planning another visit, you can view the property and contact us directly through our website.”
That is enough.
Clear and helpful usually works better than overcomplicated.
✅ 7. Ask For Permission
It is important to respect people’s inboxes.
You should only email people where you have permission or a suitable reason to contact them.
Make sure guests understand they may receive occasional updates from you.
You should also make it easy for people to unsubscribe or ask not to receive future emails.
Good email marketing should feel helpful, not pushy.
⭐ 8. Use Email To Ask For Reviews
Email can also help you collect reviews after a stay.
Reviews are useful because they help future guests trust your property.
A simple review request might say:
“Thank you again for staying with us. We hope you had a lovely break. If you enjoyed your stay, we would really appreciate a review. It helps future guests find us and book with confidence.”
You can include a link to your Google review page if you have one.
This can support both trust and visibility.
🔗 9. Make The Website Link Clear
Every email should have a clear next step.
Usually, that should be a link to your website.
Your email might link to:
✅ Homepage
✅ Availability page
✅ Contact page
✅ Local area guide
✅ New blog post
✅ Photo gallery
✅ Seasonal article
Do not make people search for you.
If they are interested, the link should take them straight to the right place.
🧭 Simple Email Marketing Flow
Here is a simple way to think about email marketing:
Guest stays or enquires
↓
You keep their details appropriately
↓
You send useful occasional updates
↓
Guest remembers your property
↓
Guest visits your website
↓
Guest enquires directly
Email is not just about one booking.
It is about staying remembered.
✅ Email Marketing Checklist
Use this checklist before sending an email:
☐ Is the email useful?
☐ Is the message clear?
☐ Is it relevant to previous guests?
☐ Have I included my website link?
☐ Is there a clear reason to get in touch?
☐ Is the tone friendly and helpful?
☐ Have I avoided sounding too pushy?
☐ Are the dates or details accurate?
☐ Can people contact me easily?
☐ Have I respected permission and privacy?
If the answer is yes, your email is more likely to feel helpful rather than annoying.
Final Thoughts
Email marketing can be a simple way to bring previous guests back.
It helps you stay in touch, share useful updates and remind people that your property is available.
It can support repeat bookings, direct enquiries and stronger guest relationships.
You do not need to send emails every week.
You do not need complicated campaigns.
A few useful, well-timed emails each year can make a difference.
Your website should sit at the centre of it.
Email reminds guests.
Your website helps them decide.
Together, they can help more guests return and book directly.
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