By creating several relevant topics and subscriber lists, the two-person STR team has been able to quickly send targeted messaging to interested groups, which has helped alleviate unwanted outreach.
They send out a quarterly newsletter called News You Can Use to share helpful tips about specific regulations, license renewal reminders, and other messaging. The purpose of the communications is to help the STR community understand the regulations, which they hope will be reflected in compliance down the line. “Property managers have a lot going on,” Jen Uhler, planning technician, said. “They have said it’s helpful to them that we reach out. We’re not required to send them reminders, but they appreciate it, and it allows things to go smoother.” The software takes care of duplicate email addresses and reports on engagement behavior like bounce backs, failed sends, and click-through rates, which helps the team assess the effectiveness of their efforts.
With new regulations on the way, the team appreciates how nimble the communications software allows them to be. “It’s nice that we can create email templates early to get ready. That way when the new regulations pass, we’re not in a frenzy,” Brandi Timm, STR program coordinator, said. “Everything’s ready to go in drafts. We can just hit send.”
In addition to the basic functionality of the communications software, the STR team appreciates how they can make the emails visually appealing as well, with the use of easy-to-use templates, themes, and graphics.