How Smoky Mountain Cabin Owners Can Use Email Marketing to Drive More Bookings

When it comes to marketing vacation rentals in the Smoky Mountains, most owners think about Airbnb, social media, or SEO. But one of the most overlooked and powerful tools is email marketing, especially when you’re trying to build repeat business and reduce reliance on third-party platforms.

Whether you manage a single cabin in Gatlinburg or a full portfolio in Pigeon Forge or Sevierville, a well-run email strategy can generate direct bookings year-round, especially during shoulder seasons when platforms slow down.

Here’s why email marketing matters and how to do it right.

Turn Past Guests Into Repeat Guests

Repeat bookings are one of the most profitable revenue streams in the short-term rental business. With email marketing, you can:

• Remind past guests of your cabin during peak planning seasons

• Offer returning guest discounts or loyalty perks

• Promote last-minute openings to a warm audience

Guests who’ve already stayed with you are more likely to book again, especially if you stay top-of-mind with seasonal newsletters and targeted promotions.

Build Your List - Even if You Use Airbnb

You don’t need to own a direct booking website (yet) to start collecting emails. Use a few simple tactics:

• Include a guestbook opt-in on your digital welcome guide

• Offer a discount code for signing up via social media

• Collect emails through a landing page or booking inquiry form

Then, as your list grows, you can transition your repeat traffic off OTAs and toward your own direct booking site, which we recommend building for long-term sustainability.

Send Strategic Campaigns That Match the Seasons

Your guests’ travel behavior changes throughout the year. Smart email marketing should match that. Here are examples of seasonal campaigns:

• Winter: “Book your snowy getaway - hot tubs and fireplaces included!”

• Spring: “Bloom & Hike Special: Save 10% on April bookings”

• Fall: “Peak Foliage Weeks are Filling Up - Reserve Your Stay Now”

• Holidays: “Thanksgiving in the Mountains? We’ve Got the Perfect Cabin”

Timely, relevant campaigns build urgency and help fill your calendar before guests even start searching online.

Automate Smart Sequences for More Touchpoints

Email marketing tools like Mailchimp, Flodesk, or ActiveCampaign let you automate sequences like:

• Booking confirmation + upsell offers

• Pre-arrival tips + things to do in Gatlinburg

• Post-stay “thank you” emails + review requests

• Re-engagement after 3, 6, or 12 months

These flows create a high-touch experience and increase the chance of getting repeat bookings and glowing reviews, without any extra effort.

Drive More Traffic to Your Website or Google Profile

Every email you send is a chance to bring traffic back to your booking site. Include links to:

• Your cabin availability calendar

• New property listings

• Blog posts like “Top 10 Family Activities in the Smokies”

This consistent engagement improves brand recall and helps you compete with larger property managers, even if you only own one or two cabins.

Final Thought: Email Works Best With Other Marketing Channels

Email marketing doesn’t work in isolation. It pairs best with:

• A direct booking website

• Social media lead capture (like giveaways or early access lists)

• SEO blog content

Used together, these strategies form a high-converting, guest-focused marketing ecosystem - one that brings in bookings without relying 100% on Airbnb or VRBO.

If you’re serious about growing your cabin’s income in the Smokies, email isn’t optional, it’s your secret weapon.

KIN Marketing helps cabin owners and property managers set up branded, automated, high-converting email systems that increase repeat stays and long-term revenue. Whether you’re just getting started or have 50+ past guests, we’ll help you turn email into income.