Email vs SMS for Vacation Rental Marketing: When to Use Each
Should you use email or SMS to market your vacation rental? The answer is both—but in different ways. Learn the strengths, costs, and best use cases for each channel, plus how to combine them for maximum bookings.
I learned this lesson the expensive way.
In my first year hosting, I sent every communication via email. Guest arriving tomorrow? Email. Important property update? Email. Last-minute cancellation opening? Email.
The Results Were Disappointing:
- • Guests missed check-in instructions (15% didn't open email)
- • Last-minute offers went unnoticed (20% open rate)
- • Important updates required phone follow-ups
- • 3 guests showed up without knowing the door code
Then I started using SMS for critical messages. The difference was immediate:
- ✅ 98% of guests opened SMS check-in reminders (vs. 18% email)
- ✅ Zero missed check-ins (everyone had the door code)
- ✅ Last-minute bookings filled in hours (SMS alert → immediate response)
- ✅ Review rate jumped to 42% (SMS request within 1 hour of checkout)
But here's the key: I didn't replace email with SMS. I use both strategically. Email for relationship-building and detailed content. SMS for urgent, time-sensitive actions.
This guide shows you exactly when to use each channel—and how to combine them for maximum impact.
Email vs SMS: Head-to-Head Comparison
| Metric | Email | SMS |
|---|---|---|
| Open Rate | 15-25% | 98% |
| Time to Open | 2-24 hours | 3 minutes avg |
| Click-Through Rate | 3-5% | 1-3% |
| Cost per Message | $0.001-0.01 | $0.02-0.05 |
| Message Length | Unlimited | 160 characters |
| Rich Content | Images, links, formatting | Text only (+ 1 link) |
| Best For | Newsletters, campaigns, detailed content | Urgent updates, reminders, alerts |
| Legal Requirements | CAN-SPAM, GDPR | TCPA (stricter) |
🎯 The Bottom Line:
Email is cost-effective and content-rich but has lower engagement. SMS is expensive but nearly guaranteed to be seen. Use email for 80% of communications, SMS for the critical 20%.
Email: Strengths & Best Use Cases
Why Email Is Your Primary Channel
Cost-Effective at Scale
Send 1,000 emails for $1-10. Perfect for regular newsletters, seasonal campaigns, and nurturing your guest list.
Rich Content & Design
Include images, multiple links, formatting, and as much detail as needed. Perfect for guidebooks and local recommendations.
Archival & Reference
Guests can search, archive, and refer back to emails. Great for comprehensive pre-arrival information.
Analytics & Tracking
Track opens, clicks, conversions. A/B test subject lines and content to improve performance over time.
10 Best Use Cases for Email
Real Example:
List size: 23 past summer guests
Open rate: 21% (5 opens)
Clicks: 3 guests clicked booking link
Conversions: 2 bookings = $1,600 revenue
Cost: $0.23 (23 emails × $0.01)
ROI: 695,565% 🚀
Use Both Email & SMS Together
GuestLoop gives you both channels in one platform. Email for relationship-building, SMS for urgent updates.
100-600 SMS/month included • Unlimited emails • 14-day free trial
SMS: Strengths & Best Use Cases
Why SMS Is Your Urgency Channel
98% Open Rate
Nearly everyone reads their texts. Average open time is 3 minutes. Perfect for time-sensitive messages that MUST be seen.
Immediate Action
SMS creates urgency. People respond to texts faster than emails. Great for last-minute offers and booking windows.
No App Required
Works on every phone, no download needed. Guests don't need to check email or open an app—texts just arrive.
Personal Feel
SMS feels more personal than email. Higher engagement for review requests and feedback collection.
8 Best Use Cases for SMS
SMS Limitations to Know
Real Example:
Result: 100% of guests had door code before arrival (vs. 82% with email only)
Benefit: Zero lockout calls, zero frustrated guests
Cost: $0.03 per SMS = $3 per 100 guests
Cost Comparison: Email vs SMS
Annual Cost for 100 Guests
Email Strategy
SMS Strategy
Multi-Channel Cost (Recommended)
- • Guidebook links
- • Post-stay thank yous
- • Seasonal campaigns
- • Newsletters
- • Check-in reminders
- • Door codes
- • Review requests
- • Last-minute offers
💡 The Math:
Spend $15/year on email + SMS → Drive 12% rebooking rate → Generate $2,847 in direct bookings → 18,980% ROI. The cost of multi-channel marketing is negligible compared to recovered OTA fees.
How to Use Email + SMS Together (Multi-Channel Strategy)
The most effective hosts don't choose email OR SMS—they use both strategically. Here's the winning formula:
Complete Guest Journey (Email + SMS)
🎯 The Multi-Channel Rule:
- ✓ Message is detailed/complex
- ✓ Multiple links needed
- ✓ Not time-sensitive
- ✓ Needs images/formatting
- ✓ Sending to large list
- ✓ Urgent/time-sensitive
- ✓ Simple/actionable
- ✓ Must be read immediately
- ✓ Under 160 characters
- ✓ Sending to select guests
Frequently Asked Questions
Q: Is SMS marketing worth the cost for vacation rentals?
Yes, for the right use cases. SMS costs 30-50x more than email, but has 4x higher open rates. Use SMS sparingly for high-value, time-sensitive messages (check-in reminders, review requests, last-minute offers). For 100 guests/year, you'll spend ~$10/year on SMS for 98% delivery rate on critical messages. The ROI is worth it.
Q: Can I send SMS to guests who booked through Airbnb/Booking.com?
Yes, but only after booking confirmation and with explicit SMS opt-in. You can collect phone numbers via your digital guidebook or booking confirmation, then ask: "Can we send you check-in reminders via text? Reply YES." Only send SMS to those who explicitly consent (TCPA requirement).
Q: How many SMS should I send per guest per stay?
Recommended: 2-3 SMS per stay. (1) Check-in reminder 24 hours before arrival with door code. (2) Review request within 1 hour of checkout. (3) Optional: Check-out reminder on morning of departure. Avoid over-texting—SMS should feel exclusive, not spammy.
Q: What's a good open rate for vacation rental emails?
Industry benchmarks: Pre-arrival emails (30-40%), Post-stay emails (18-25%), Seasonal campaigns (15-20%), Newsletters (12-18%). If you're below these benchmarks, improve your subject lines, send timing, and personalization. Segment your list for higher engagement.
Q: Do I need separate tools for email and SMS?
No. Purpose-built vacation rental CRMs like GuestLoop include both email and SMS in one platform, with templates, automation, and compliance built in. Using separate tools (Mailchimp + Twilio) is more expensive, harder to manage, and lacks STR-specific features.
Ready to Use Email + SMS Together?
GuestLoop gives you both channels, pre-built templates, automation, and compliance—all in one platform built for vacation rental hosts.
Plans from $0-79/month • 100-600 SMS included • Unlimited emails • 14-day free trial