Welcome to The Retention Newsie by The Email Marketers, the retention building experts for 8-& 9-figure e-commerce brands.

Every week we bring you the best case studies, strategies, and tips around keeping more customers, turning them into raving fans, and increasing revenue.

Up this week:

• 🏡 How Airbnb’s Emails Create Unforgettable Stays

• 📧 8 Strategies to Rapidly Grow Your Email List

• 📊 Customer Marketing, Interactive Texting, & More!

Reading time: 4 minutes 45 seconds

How Airbnb Turns Emails Into Experiences

Imagine waking up in a cozy Parisian apartment, the aroma of fresh croissants wafting through the air, or gathering your entire family in a spacious beach house for a memorable reunion. This is the magic Airbnb has brought to travel, transforming the way we experience destinations by making us feel at home anywhere in the world.

Founded in 2008 by Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, Airbnb started as a simple idea to rent out air mattresses in their San Francisco apartment. Today, it's a global phenomenon valued at over $75 billion, with millions of listings in more than 220 countries and regions.

But how does Airbnb maintain its connection with hosts and guests, ensuring they return to the platform time and time again? The answer lies in their masterful use of email marketing.

Airbnb's email strategy is a perfect blend of personalization, timing, and storytelling. Let's dive into how they use this powerful retention tool:

Airbnb closely tracks user behavior on its site. If you've been eyeing a particular listing, don't be surprised to receive an email the next day featuring that exact property.

This tactic creates a sense of urgency and taps into user intent, driving engagement. This level of personalization makes users feel seen and understood.

For first-time users, Airbnb includes links to articles about safety and their Help Center, directly addressing common concerns about staying in someone else's home.

Airbnb doesn't just sell accommodations; it sells experiences. Its emails often feature Instagram photos posted by the community, showcasing the unique moments its platform enables. As Chevillard notes, "We wanted to find a way to engage with our less engaged users by showing them compelling content."

Recognizing that new users might struggle with their product flow, Airbnb launched an onboarding email series. These emails explain concepts like the importance of profile pictures, differences between room types, and how Instant Book works — building trust and confidence early on.

Airbnb tested a series where users were asked to choose a continent, a trip topic, and then the best home based on their first two picks. This interactive approach saw great results, with each email tailored to the user's previous choices.

Beyond booking stays, Airbnb's emails include micro calls-to-action like following them on social media or inviting friends. These small engagements keep users connected to the brand even when they're not actively planning a trip.

Some Airbnb emails include a "Did you like this email?" bar at the bottom, allowing them to collect instant qualitative feedback alongside their quantitative metrics. This feedback loop enables them to continually refine and improve their email strategy.

The results speak for themselves. Airbnb's email campaigns consistently achieve a quality score (1 - [Unsubscribes / Responders]) of 80% or higher.

• Personalized Follow-Ups: Track user behavior and send personalized emails, like featuring viewed listings, to boost engagement and urgency.

• Address Concerns Early: Include helpful content like safety tips and FAQs to build trust with new users from the start.

• Storytelling Through Experiences: Use community-generated photos to create emotional connections and engage less active users.

• Interactive Email Campaigns: Let users select travel preferences for more personalized emails, driving higher engagement.

• Feedback Integration: Collect instant feedback to continually refine email content and improve user satisfaction.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.

8 Simple Ways to Expand Your Email List

A strong email list drives retention and marketing success, and growing it can be easier than you think. Here are 8 proven tactics to amplify your subscriber base with quality leads:

1. Lead with Irresistible Value: Offer incentives your audience can’t resist, like discounts, BOGOs, or free samples. Test different offers to discover what resonates most with your target market.

2. Simplify the Subscribe Process: Every extra step is a potential drop-off point. Streamline your sign-up forms to the bare essentials. The easier it is to join, the more likely people are to do so.

3. Take Advantage of Referrals: Encourage your subscribers to share your emails. Add "Forward to a Friend" buttons and offer incentives for referrals. Word-of-mouth remains powerful in the digital era.

4. Optimize Opt-In Visibility: Don't hide your subscribe button in the footer. Place opt-in forms prominently across your website, especially on high-traffic pages. Consider using exit-intent popups to capture leaving visitors.

5. Bridge the Physical-Digital Divide: If you have a brick-and-mortar presence, use QR codes to make email sign-ups effortless for in-store customers. Place them on receipts, product displays, or even staff t-shirts.

6. Engage Immediately: Once someone subscribes, don't leave them hanging. Set up an engaging welcome series that provides immediate value and sets expectations. Consider including a special offer to encourage that crucial first purchase.

7. Empower Subscriber Choice: Give your audience control over their email experience. Offer options for email frequency or content types. This flexibility can reduce unsubscribes and improve overall engagement.

8. Use Your Social Media Presence: Your social followers are ready for deeper engagement. Promote your email list regularly, showcasing exclusive perks. Use email landing pages as CTAs in social posts for quick conversions.

Remember, quality trumps quantity every time. Focus on attracting engaged subscribers who align with your brand values and offerings.

These strategies will help you build a list of loyal customers primed for long-term relationships with your brand.

• Insights on how customer marketing can boost retention, increase lifetime value, and turn customers into brand advocates.

• 6 psychological techniques for writing great social media hooks.

• Apple's iOS 18 update allows brands to send more interactive text messages.

• 8 tips to increase loyalty program usage, including offering immediate rewards and keeping the program simple.