For those who might work in the marketing space, you will be familiar with the age-old topic – “Is email marketing still worth it?” With the rise of social media, influencer marketing, and other digital tactics, some might argue that email has lost its relevance.
At SandyBlue, we could not disagree more. We work closely with our owner partners to ensure their properties are front and centre in our marketing campaigns. Without email, we could not foster trust and loyalty with our guests.
Email provides a reliable channel to reach customers directly in their inboxes. Its versatility allows for highly targeted campaigns, personalised content, and automation, leading to higher engagement and conversion rates. Here’s how SandyBlue uses this channel and sees the success that it brings.
Communications on behalf of owners
As the Algarve’s leading villa rental agency, leveraging email communication effectively allows us to represent our owners and their properties. Not only are these emails delivered to previous or returning guests, but also to thousands of potential guests who are considering the Algarve as their holiday destination.
With 40,000+ engaged subscribers, this tool is invaluable in securing enquiries and reservations. Each property will feature in a ‘spotlight’ when it joins the portfolio, immediately introducing it to guests. We highlight the great features, use beautiful photography and tempting content to give the villas the attention they deserve.
Engaging guests and inspiring them
The purpose of the emails is not just to attract guests, but to keep them engaged all year round. It’s clear that not every subscriber will purchase each time. So, we share blogs and tips so that it inspires the subscribers. Location guides, restaurant tips, activity recommendations and unique content about the Algarve will stay in their minds until it’s time to book that holiday.
SandyBlue’s email engagement has improved rapidly. Website traffic via email marketing grew 14% from 2021 to 2023. Meanwhile, open rates and click rates continue to exceed the industry benchmarks. According to the 2024 WebFX benchmarks, the average open and click rates for travel/tourism are 15.8% and 2.44% respectively. For SandyBlue, we consistently see open rates of over 50%, leading to click rates that are often 8-10%.
A continued focus
So, we firmly believe email marketing continues to be a viable channel. By implementing a strategic email communication plan on behalf of villa owners, we can effectively engage with guests, enhance their overall experience, drive loyalty and secure bookings.
By SandyBlue Team
|| features@portugalresident.com
SandyBlue – Algarve villa rental specialists.
289 392 236 | www.sandyblue.com
