How to design an effective email marketing strategy?

A customer-centric approach for hoteliers looking for real results.

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EMAIL MARKETING IS MORE ALIVE THAN EVER

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In a digital environment saturated with impacts and with multiple channels competing for the user's attention, email marketing has shown that it is far from being forgotten. On the contrary, it has regained prominence, coming back stronger than ever and has established itself as one of the most effective and profitable channels for the hotel sector, being one of the channels with the highest return on investment (ROI).

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This direct, customizable and measurable channel has established itself as a key tool for connecting with customers at all stages of their journey. Most importantly, users are still interested in receiving emails that add value to them. According to a 2025 study by ZeroBounce (a platform specializing in email verification), 93% of users check their inbox at least once a day, and 41% of these do so looking for offers and communications from like-minded brands.

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However, the effectiveness of email marketing does not depend on the quantity of mailings, but on the quality of the strategy. Designing a customer-centric strategy - based on data, intelligent segmentation and relevant content - is key to connecting, building loyalty and converting. Here's how to do it:

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FUNDAMENTAL PILLARS TO BUILD AN EFFECTIVE EMAIL MARKETING STRATEGY:

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1 - Know your customer: the basis of any effective strategy

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Any marketing strategy starts with a deep understanding of the customer. Use the data you have available from your booking engine, loyalty program, CRM, PMS or other sources to segment or personalize by:

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• Type of customer (new, repeat, loyal)
• Geographical origin
• Reserve behavior
• Preferences of stay

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⚠️ Beware of hyper-segmentation: although segmentation is key, doing it too much can lead to audiences that are too small or irrelevant messages. It is important to know where you are in your strategy and start with the basics: large segments with clear needs. As you progress, you can refine further.

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2 - Complement your commercial campaigns with automations that accompany the customer

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Automations do not replace commercial campaigns, but complement them. They allow you to accompany the customer in his customer journeyfrom the first contact until after their stay. In addition to improving the guest experience, they help you to be more efficient, generate additional sales opportunities and maintain constant communication without saturating.

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Investing time in designing well-thought-out automations is key to scaling your strategy without losing personalization.

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3 - Create relevant content with a design that connects and aligns with your brand.

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The content of your emails must be aligned with the moment of the customer's trip. It is not the same to talk to someone who is dreaming about their vacation as it is to someone who has already booked or has just returned. Adapting the message to the context is key to generate impact.

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• In the inspiration phase, bet on emotional, visual and aspirational content. Destination images, unique experiences or testimonials can awaken the desire to travel.  
• In the pre-stay phase, content should be useful and conversion-oriented: practical information, personalized recommendations, upgrade options or additional services.  
• In the post-stay phase, it's time to say thank you, ask for feedback and maintain the bond. A simple "thank you for choosing us" can make all the difference.

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In addition to content, design plays a key role. An attractive, clear and easy-to-read email improves the user experience and increases the likelihood of click-through. Some best practices:

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• Make sure the design is aligned with the brand image: colors, fonts, tone and style must be consistent with the visual identity of the chain.
• Use responsive designs that adapt to all devices.  
• Avoid long emails: they should be short and well structured, with clear content blocks and visual hierarchy.  
• Customize the content according to the segment: for example, different messages for registered and unregistered users, or adaptations according to the device from which the email is opened.
• Include clear and visible calls to action that guide the user to the next step.

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🔁 And very important: remember to exclude from your promotional campaigns contacts who already have an active booking for the dates of the offer. You will avoid generating cancellations.

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4 - Turns data into decisions

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A good email marketing strategy is based on the ability to measure and continuously improve. To do this, it is essential to focus on the metrics that truly reflect the impact of your campaigns in the hospitality industry.

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Practical tip: define clear objectives for each type of campaign (informative, promotional, loyalty...) and associate the appropriate metrics to each one. Not all campaigns should be measured with the same criteria.

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5 - Take care of your database: quality before quantity

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An effective email marketing strategy starts with a solid database. It's not about having the longest list, but the most relevant. It is preferable to have fewer contacts that actually interact with your communications than thousands of addresses that don't open, don't click and only hurt your metrics.

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A quality database allows you to segment better, personalize more accurately and maintain good deliverability. To achieve this:

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• Performs periodic cleaning: eliminates inactive or continuously bouncing contacts.
• Create automations to recover dormant contacts: before deleting them, try to reactivate them with targeted campaigns.
• Design follow-up workflows: identify patterns of behavior and act accordingly.

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📌 And don't forget your domain reputation: it is one of the key factors for your emails to reach the inbox and not the spam folder. A poorly managed database, with high bounce rates or spam complaints, can seriously damage your reputation. Maintaining good data hygiene and sending only to those who really want to receive your communications is the best way to protect it.

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EMAIL MARKETING: KEY TO HOTEL GROWTH

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An effective email marketing strategy aims not only to sell, but to build lasting relationships. By putting the customer at the center, hoteliers can transform every email into an opportunity to surprise, connect and build loyalty.

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We advise you to start with small actions, measure results and optimize. Email marketing is a living channel that evolves with each customer and each message. And today more than ever, it is a strategic tool for hoteliers who want to grow, build loyalty and differentiate themselves.

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Want to take your email marketing strategy to the next level?

At Roiback we help you design campaigns that connect, convert and build loyalty.

👉 Request a free consultancy with our Loyalty team HERE

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