How Often to Email?
Finding the Right Frequency to Stay Relevant Without Overwhelming Guests
You’ve got a beautiful list of email subscribers—past guests, interested leads, and people who genuinely like your vacation rental brand. Amazing!
Now comes the big question: How often should you email them?
Too many emails, and you risk annoying your guests or getting hit with the dreaded “unsubscribe.”
Too few, and they forget you exist—or worse, book with someone else.
Finding that sweet spot is what keeps your brand top-of-mind without becoming a nuisance. Let’s break down how to find the right email frequency for your vacation rental business—and how to make every message count.
The Goldilocks Rule of Emailing
Here’s the truth: there’s no universal “right number” when it comes to email frequency. But there is a right approach:
Email just often enough to stay relevant—without wearing out your welcome.
For most vacation rental managers, that looks something like this:
Once or twice a month for regular newsletters or updates
More frequently (1–2x per week) during peak travel seasons or promotions
Automated emails triggered by guest behavior (like a booking or inquiry)
The goal? Stay visible and valuable—not spammy.
Note: Guests generally like getting emails from vacation rental managers. Unsubscribe rates are very low across the industry.
Factors to Help You Find Your Frequency
Before you lock in a schedule, ask yourself:
1. What Value Are You Providing?
If you’re just emailing for the sake of emailing… it’ll show. But if your message offers real value—like exclusive deals, travel inspiration, or updates about your properties—your audience will actually want to hear from you.
Tip: If you can’t answer, “What’s in it for them?” then it’s not time to hit send.
2. Where Are They in the Guest Journey?
Not every subscriber needs the same cadence. For example:
New leads might appreciate a short welcome series over the first 1–2 weeks.
Past guests could benefit from a monthly update with special offers or seasonal tips.
Guests who’ve just booked may need a few timely emails leading up to their stay.
Segment your audience and adjust frequency based on their relationship with your brand.
3. What Time of Year Is It?
Seasonality plays a huge role. If your high season is approaching, increase your send frequency slightly. People are expecting to plan trips, and you’ll be helping them do just that.
During slower times of year? Pull back a bit and shift the focus to helpful content, inspiration, or future planning.
Quality > Quantity (Always)
You’ve probably heard the phrase, “It’s not how often you talk—it’s what you say when you do.”
That’s especially true with email marketing.
Instead of thinking, “How many emails should I send?”
Think, “How many helpful, relevant, and inspiring emails can I send?”
Whether it’s a last-minute deal, a reminder to re-book, or a guide to the best restaurants in town—make it worth opening.
Bonus tip: Beautiful photos of your vacation homes, local restaurants, or events can boost engagement like crazy. People don’t just read emails—they feel them. Inspire them to imagine a trip and you’ll stay top of mind.
What Happens If You Email Too Often?
If your frequency is too high—or your emails don’t offer real value—here’s what you might see:
Additional unsubscribes
Lower open rates
Possible spam complaints
Fewer direct bookings
The fix? Dial it back. Focus on being helpful and intentional. You want guests to look forward to your emails—not avoid them.
What Happens If You Don’t Email Enough?
Out of sight, out of mind.
If you’re not showing up in their inbox at least once a month, your guests are likely to forget about you entirely. And when it’s time to book their next trip, they’ll be right back on an OTA searching through listings that aren’t yours.
Email helps you stay front and center—and reduces your dependence on those commission-heavy platforms.
The Bottom Line: Email Enough to Stay Relevant, Not Annoying
There’s no magic number—but there is a balance. Email your list often enough to build trust, stay visible, and inspire travel, but not so often that it feels like noise.
If you keep your emails valuable, well-timed, and full of beautiful visuals that help guests picture their next stay—you’ll strike that perfect rhythm.
