How to start an email list
It took me years to get started and I’m still not sure why: a spot of imposter syndrome and not really believing I’m running a grown up business maybe?
It’s relatively little effort for great impact, marketing to people you ALREADY KNOW ARE INTERESTED (I’ve put that in capitals because it’s worth shouting about !). Rather than investing time trying to attract new followers here or with advertising, why not advertise to the people who have already shown they love your place?
For starters
There are some very low key changes you can make to begin collecting emails. Here’s the entry level stuff, that means collecting email addresses of past and current guests. This means you’ll be able to target previous direct bookings as returning guests.
1. Update your booking form or confirmation messages to include a request for an email address and a request to keep that email for the future (this second part is key for GDPR compliance).
2. Register with the ICO (Information Commissioner’s Office) so that you are able to legally store sensitive data. Create or check over your privacy policy (PASC have exemplars - if you’re not already signed up with them, do!).
For main
Once you’ve taken those first two actions, the next step is to work to convert bookings from OTAs to future repeat bookings by getting those guests on your email list.
If you’re with an agent:
Request email addresses within your guestbook.
Provide a postcard, note on the wall or similar with a QR code linking to your email address/website/Facebook/anything that works (so often folk get hung up on not being ready: this is one of those times, just make a start and worry about perfecting it later!); perhaps mention a discount if they drop you an email.
Just ask the agent - sometimes they hand them over with the other info you need. It depends on your contract with them.
If you’re listed with Airbnb, Vrbo, BDC:
Create a guidebook, (there’s a whole blog on that here) or adjust your existing one, to form a substantial benefit to the guest on receipt. This is key because you need a very clear reason to ask for an email address on Air’s platform. You must not ask guests for ‘information in ways unrelated to their stay… by soliciting email…’. The guidebook makes sure that you need that email for a reason very much pertaining to their stay.
Update your confirmation messages to include a request for an email address and a request to keep that email for the future (this second part is key for GDPR compliance).
For dessert (cheese for me!)
This is where it gets interesting.
So far, you’ve collected emails only from past guests. The next step is to set up a way of capturing additional emails.
If you have a website, you can set up a subscription pop up box for visitors to sign up to. This is very simple to do but unlikely to bring in big numbers. There is little motivation for someone to do it.
I didn’t have a website when I wanted to build a nice chunky email list for The Snug. Instead, I created a ‘link in bio’ page: it allows you to collect links (your Facebook page, your Airbnb link perhaps) along with a few simple images and graphics. You can have a reasonable looking, simple page with your logo and key details in half an hour. I’m not sure I’d ever have had the confidence to build something like this website you’re reading now without it.
Crucially, it also allows for free downloads. There are a few around that do the same - have a Google. You’re looking for ‘link in bio options’.
I used Beacons for mine. Many of you will be familiar with it because it’s also what I’ve used to build my shop for this business, until the move to this website. Here is The Snug’s. It is completely free. It collects email addresses whenever anyone subscribes (ie it matches a standard website capability) but it also captures emails when people download my guidebook.
Despite my expectations, this link in bio site has contributed to me (at the time of writing), still not feeling like The Snug really needs a ‘proper’ website.
So, if you don’t have a website:
Set up a system where potential guests can download your guidebook by having it sent to their email address. You get their email address (you must make sure they give permission by ticking a box as part of the sign up) and the opportinity to show them how brilliant your place is with your guidebook.
Create a giveaway on your social media that requires downloading the guidebook and, therefore, email submission. This was gold for me. I ran giveaways annually then, and this was no extra work - I simply asked entrants to download the guide via the Beacons link for one additional entry. It wasn’t a condition of entry, but it doubled their chances. My email list exploded!
When using Facebook to promote your place, share the link to the place where they can download the guide, mentioning something useful in the guide, just for them. Compare your ability to create touchpoints with someone who sees you post once every few months on Holiday Cottages UK Facebook group to someone who likes the look of your place, signs up and then receives emails instead: so much more powerful! It’s also something a bit different that, when I was invested in doing it, set my comments apart. It’s something that only properly interested parties will bother doing, but we only want properly interested parties on our email lists.
On the side
Consider keeping this list of potential interested guests separate from the past guest lists, so that you can target your email content accordingly. This isn’t necessary; it’s just a nice extra touch.
Start planning your email newsletters. I’m pretty conservative about it and only do 3-4 a year, and I plan a rough idea of what they’ll include well in advance so that I have some juicy content for each one. What’s that about failing to plan and planning to fail!?
Let’s do this!
What’s been stopping you? How can we overcome it? I’m here to break down the limitations you’ve set yourself - book a call with me if you know this is for you. You can see all my packages here.
Kay x