Email marketing is one of the most effective ways to reach potential guests, nurture returning visitors and fill availability throughout the year. But with inboxes more crowded than ever, it’s essential that your emails don’t just look appealing – they also land in your audience’s inbox rather than going to spam.
For UK holiday accommodation owners, here are some best practices to follow when sending marketing emails, with a focus on one of the most overlooked steps: verifying your domain and sender email address.
1. Use a Professional Email Address
Guests are far more likely to open an email from [[email protected]] than one from a generic Gmail, Yahoo, or Hotmail address. Using a branded email address not only builds trust but also improves deliverability. It signals to email providers that your messages are legitimate and not spam.
2. Verify Your Domain and Sender Email Address
Domain verification is crucial if you want your emails to consistently reach inboxes. Here’s why:
- Improves Deliverability: Email platforms like Gmail and Outlook look for verified domains. Without verification, your messages are more likely to be filtered into spam.
- Builds Trust with Guests: When your domain is verified, recipients can see that the message genuinely comes from you, reducing the chance of being mistaken for a scam or phishing attempt.
- Enables Full Use of Marketing Tools: Most email marketing platforms (like Mailchimp, Campaign Monitor, or MailerLite) require domain verification to use advanced features such as custom branding or high-volume sends.
How to Verify Your Domain:
- Log into your domain provider (e.g., GoDaddy, 123 Reg, or Names.co.uk).
- Add DNS records provided by your email marketing tool (these are usually SPF, DKIM, and sometimes DMARC records).
- Once verified, your marketing emails will show as coming directly from your accommodation’s domain.
If this sounds technical, don’t worry – most email platforms provide step-by-step instructions, and your domain host’s support team can usually guide you through the process. And if your web provider takes care of this for you (like we do for ACT Studios website clients), just ask them to sort this for you.
3. Craft Clear and Engaging Content
Guests want value, not spam.
Make your marketing emails worth opening by including:
- Seasonal offers (e.g., autumn weekend escapes, festive breaks, or summer family deals).
- Local events and recommendations (farmers’ markets, walking festivals, Christmas fairs).
- High-quality images of your property and surroundings.
- A clear call-to-action (e.g., “Book Your Stay”, “Check Availability”, or “Explore Offers”).
4. Follow GDPR and Permission Rules
As a UK business, GDPR compliance is essential. Always ensure that:
- Guests have opted in to receive marketing emails. If you use Property Management Software (PMS) to take bookings, asking permission to send marketing emails is often covered during the booking process.
- You clearly explain how their data will be used.
- Every email contains an easy unsubscribe link. (Marketing email software like Mailchimp always has this covered).
Not only does this keep you compliant, but it also builds guest trust.
5. Send at the Right Time
The best time to send marketing emails depends on your audience. For UK holiday accommodation, try:
- Midweek mornings – when people are at their desks and dreaming about a getaway.
- Early evenings – when families are planning weekends and holidays.
Experiment with timing and track which sends result in the most opens and bookings.
6. Monitor Performance and Refine
Use your email platform’s reporting tools to track:
- Open rates
- Click-through rates
- Booking conversions
This will show what’s working – and what needs tweaking.
Final Thoughts
Email marketing can be one of the most cost-effective ways to boost bookings, but only if your messages are seen. Verifying your domain and sender email address is a critical step to ensure your emails reach inboxes, build trust with potential guests, and give your accommodation the professional image it deserves.
By combining domain verification with engaging content, GDPR compliance and smart scheduling, you’ll have a powerful email marketing strategy that keeps your holiday accommodation top of mind for guests year-round.
If you need any help setting up an email campaign (or other marketing plans), the ACT Studios team can help. Get in touch to find out more.