Ever heard about email marketing and thought, “I should be doing that” or “I’m losing out”? You are not alone.
Property owners often spend weeks researching tools and then end up using none of them due to overwhelm and complexity. The real question is not which tool is best, but what you actually need a tool to help you achieve versus not using one at all.
Like any platform, email software should support your goals. Before choosing a tool, it helps to understand the basics.
This is a guest post by Pauline Radford-Hayden, COO at Mail Blaze
I demystify email marketing for business owners, drawing on years of marketing and operations experience with local and international brands. I believe in practical advice over perfection, and results over complexity.
More about Mail BlazeWhat Does Email Marketing Software Actually Do?
In simple terms, an email marketing platform allows you to:
- Store your subscribers’ information
- Send emails to many people at once
- Track performance like opens and clicks
- Automate common email sequences
This makes it easier to update guests about events or last minute availability, tailor messages for different guest types, and build long term relationships. Over time, this can support repeat bookings and revenue.
When You Might Still Be Ok Without Email Marketing Software
Email marketing sounds appealing, but simple solutions are sometimes enough at an early stage. You probably do not need a platform yet if:
- You have fewer than 50 to 100 past guests
- You send very occasional updates such as seasonal offers
- Your team can manage BCC emails or a basic spreadsheet without errors
- You mainly want to start communicating
In this case, your inbox provider like Gmail or Outlook can work. Use BCC for privacy and a simple spreadsheet to track subscribers. It helps to note when consent was given.
Top tip
Make it part of your check in process to ask guests if they would like to receive emails. Record the date of consent in your spreadsheet. This saves time later and helps with compliance.
When You Should Start Considering Email Marketing Software
If the points below feel familiar, it may be time to move to a dedicated platform:
- You have more than 100 subscribers and manual sending feels stressful
- You want to send different messages to different guest types
- You want more polished and brand consistent emails
- You would like to automate pre arrival or post stay emails
- Managing the process takes more time than creating content
- You want to reduce the risk of human error
- You want insight into what is working
- You are ready to send emails regularly
If you agree with most of these, a platform will likely save you time and effort.
What Should You Look For in a Platform?
You do not need every feature. Focus on what helps you communicate clearly with guests.
Key Features to Look For
Subscriber management
You should be able to store contacts, add custom fields such as guest type or stay dates, and segment your list easily.
Easy email builder
A drag and drop builder lets you create professional emails without code or developer help. Try this during a trial to avoid frustration.
Basic automations
Look for welcome emails, pre arrival emails, and post stay follow ups. These are especially useful for reviews.
Clear reporting
At a minimum, you want to see opens, clicks, unsubscribes, and bounced emails.
Account Level Considerations
- Pricing structure and how it scales
- Quality of customer support and documentation
- Reviews from other users
Things You Need to Know When You Start Emailing
You Will Need to Verify Your Domain
Most platforms require domain verification. This helps inbox providers trust your emails and improves delivery. Support teams usually guide you through this step.
Templates Save Time and Create Consistency
Templates help your emails look familiar and on brand. A simple, well designed base template works best. You can then add personality in the content itself. Mail Blaze offers Springnest specific templates if you want a starting point.
Consent Really Matters
You need clear permission to email people. This means express consent, where the subscriber actively agrees to receive emails.
Every email must include an unsubscribe link. One click unsubscribe is best. Do not take unsubscribes personally. A smaller engaged list is far more valuable than a large unengaged one. Never buy email lists or add people who have not interacted with your brand.
Why Your First Emails Might Go to Spam
Even with correct setup, inbox providers take time to trust new senders. Early emails may land in spam while your sender reputation is being built.
Think of sender reputation like building credit. It improves through consistent, good behaviour over time.
Tips for Building a Healthy Sender Reputation
Start small
Send an initial re introduction email explaining what guests can expect and how often you will email.
Stay consistent
Choose a realistic sending frequency and stick to it. Quality and relevance matter more than volume.
Avoid spam triggers
Avoid excessive punctuation, capital letters, or exaggerated claims in subject lines.
Monitor engagement
Not everyone opens immediately. Track engagement over time and identify dormant subscribers.
Maintain your list
Every 6 to 12 months, review inactive subscribers. Either remove them or send a re engagement email. You can also reduce how often they hear from you.
What to Expect in the First Few Months
Perfection is not the goal. Communication is.
You will make small mistakes and that is normal. Over time, email marketing helps you learn, refine, and stay top of mind with your guests. Trust builds gradually, and consistency matters more than getting everything right from day one.
