Email Marketing& the Customer Journey

Best practices for building meaningful and loyal guest relationships

Email: The most important guest engagement channel

“Great things are done by a series of small things brought together .” VINCENT VAN GOGH

1. INSPIRATION 2. RESEARCH

3. BOOKING

5. ON-PROPERTY 4. PRE-ARRIVAL

6. POST-STAY

SocialMediaEmail Blog

Email Surveys Reviews

Email Reviews Social Website

SearchReviews Online Ads

OTAs

Email Phone

Email Social

Stage 1: Inspiration

Put your PMS data to work

• Send relevant messages to “Smart Segments” trapped within database

• Stay top-of-mind, year-round

• Drive direct bookings and reduce OTA reliance

• Reward loyalty with exclusive offers

72% of consumers prefer to hear from their favorite brands through email

LOW DEMAND DRIVER

REAL CUSTOMER EXAMPLES

LAST-MINUTE LOCALS OFFER

Stage 3: Booking

Reinforce your brand from the start

• Build guest enthusiasm with clean, on-brand confirmations

• Use dynamic content to send unique content and images to each recipient based on selected criteria (e.g., rate code, room category)

REAL CUSTOMER EXAMPLES

Stage 4: Pre-Arrival

Set the tone for a memorable stay

• Send 3 or 7 days before arrival (when we see highest open rates)

• Include personalized greeting

• Provide upgrade/upsell opportunities

• Promote on-property amenities and destination activities

Average open rate of 57% (60%+ when “upgrade” included in subject line)

PRE-ARRIVAL (UPGRADE) PRE-ARRIVAL (INFORMATION)

REAL CUSTOMER EXAMPLES

Stage 5: On-Property

Stay connected with guests when it matters the most

• Send personalized welcome message morning after

• Mitigate negative reviews by providing management contact details

• Drive ancillary revenue with offers for onsite amenities

• Communicate ‘need-to-know-now’ information

Average open rate of 48%

REAL CUSTOMER EXAMPLES

Stage 6: Post-Stay

Turn guests into advocates and third-party bookers into direct-for-life customers

• Express gratitude and keep guest engaged, even after checkout

• Incentivize OTA guests to book next visit directly

• Solicit guest feedback

Average open rate of 33%

REAL CUSTOMER EXAMPLES

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Revinate ensures success from the start

IntegrationHistorical Guest Data Ingestion

Database Health AuditGuest Profile Cleansing

$$$Long-Term Success

ROI & EngagementFull Campaign Portfolio

Certification & Ongoing Best Practices (“Insiders”)

$Launch

Comprehensive TrainingSmart Guest Segments

1st Campaign Send