Most hotels approach email marketing with the tactical equivalent of throwing a handful of darts at a board while blindfolded. They implement whatever flows their ESP suggests as “standard” or whatever their competitors seem to be doing. The result? A hodgepodge of disconnected sequences that fail to address their actual business challenges.
This scattered approach explains why the average hotel sees wildly inconsistent results from their email marketing. One flow delivers impressive ROI while three others barely break even. The welcome sequence performs well for some segments but tanks for others. Pre-arrival emails drive ancillary revenue from leisure guests but fall flat with corporate travelers.
These performance gaps don’t stem from poor writing or inadequate design. They occur because most properties select email flows based on industry conventions rather than their specific business challenges. They implement abandoned cart sequences because “that’s what ecommerce does” rather than because it addresses their particular revenue leakage points.
The truth is that not every hotel needs the same email flows, and not every flow deserves the same implementation priority. A city-center business hotel facing fierce OTA competition requires a fundamentally different email ecosystem than a remote resort struggling with shoulder season occupancy. A new boutique property building its first audience needs different sequences than an established luxury hotel with a robust database.
Yet the conventional wisdom persists: implement everything you can as quickly as possible, then optimize. This approach not only wastes resources but actively damages your guest relationships by creating message fatigue and relevance gaps that undermine engagement.
Today, I’m going to give you a framework that flips this conventional approach on its head. Instead of starting with “standard” flows, we’ll begin with your specific business challenges and work backward to determine exactly which email sequences will drive meaningful results for your property. No more random implementation—just strategic sequences that solve real problems.
Why Most Hotels Get Flow Selection Completely Backwards
Before diving into the framework, let’s examine how most properties approach email flow selection today. The typical process follows a predictable path:
The marketing team researches “essential hotel email flows” and compiles a list of standard sequences—welcome, abandoned booking, pre-arrival, post-stay, and perhaps a basic newsletter. This research focuses on what’s common in the industry rather than what would address their specific revenue challenges.
Next, they prioritize these flows based on perceived ease of implementation or which ones other hotels seem to emphasize. The welcome sequence almost always comes first because it seems straightforward, followed by abandoned booking recovery because it promises immediate revenue.
Then comes the implementation, usually stretched over months as resources allow. By the time they reach the third or fourth flow, momentum has typically waned and implementation quality suffers. Meanwhile, the property’s business challenges evolve, but the email roadmap remains static.
Finally, they measure performance based on universal metrics like open rates and click-through percentages rather than evaluating how effectively each flow addresses specific business problems. A welcome sequence with excellent engagement metrics might be considered successful even if it does nothing to address their critical challenge of direct booking conversion.
This backwards approach creates a fundamental disconnect between email marketing efforts and actual business needs. It’s like a doctor prescribing the same medication to every patient regardless of their specific symptoms—technically following protocol but unlikely to solve the underlying problem.
The consequences extend beyond wasted marketing resources. When you implement flows that don’t address your critical challenges, you’re essentially training your audience to ignore you. Each irrelevant message diminishes the impact of future communications, creating a downward spiral of engagement that becomes increasingly difficult to reverse.
Perhaps most damaging, this approach creates an organization-wide perception that email is a low-impact channel not worthy of strategic investment. When flows don’t deliver meaningful results against business challenges, leadership naturally questions the value of email marketing overall, leading to reduced resources and diminished expectations.
The Business-First Approach: Starting with Challenges, Not Channels
The solution isn’t implementing better versions of standard flows—it’s fundamentally rethinking how we select flows in the first place. Instead of starting with “best practice” sequences, we need to begin with specific business challenges and work backward to determine which email flows will actually move the needle.
This business-first approach changes the fundamental question from “Which email flows should we implement?” to “Which specific business challenges can email flows help us solve?” The difference might seem subtle, but the implications for your marketing strategy are profound.
Let’s walk through this inverted approach to flow selection:
Step 1: Identify Your Critical Business Challenges
The foundation of strategic flow selection begins with a clear-eyed assessment of your hotel’s most pressing business challenges. This goes beyond vague objectives like “increase revenue” or “improve guest satisfaction” to identify specific performance gaps that impact your bottom line.
For a luxury resort in the Maldives, the primary challenge wasn’t overall occupancy but dramatic seasonal fluctuation that created staffing difficulties and cash flow issues. Their specific business challenge wasn’t just “more bookings” but “higher occupancy during the May-September monsoon season without compromising rate integrity.”
For an urban boutique hotel, the challenge wasn’t attracting first-time guests but driving repeat stays. After digging into their data, they discovered that while their first-time guest satisfaction scores were excellent, only 22% returned within 18 months—well below the competitive benchmark of 35%. Their specific business challenge was increasing the second-stay percentage without relying on aggressive discounting.
A historic property identified that while their rooms performed well, their food and beverage outlets significantly underperformed revenue targets despite excellent quality and positive reviews. Their specific challenge wasn’t general ancillary revenue growth but specifically driving in-house dining capture from guests who were choosing nearby restaurants instead.
These nuanced challenges require very different email approaches than generic objectives like “improve welcome sequence” or “implement abandoned cart emails.” They demand flows designed to solve specific business problems rather than checking boxes on an email marketing best practices list.
When identifying your critical challenges, examine both the symptoms and root causes. A high abandoned booking rate might indicate a straightforward recovery opportunity, or it might reveal a more fundamental problem with your value proposition or booking experience that no recovery flow can fully address.
Look beyond marketing metrics to operational pain points that impact guest experience and profitability. A city hotel with consistently low Sunday occupancy isn’t just facing a marketing challenge—it’s dealing with a fundamental product-market fit issue that requires specific targeting and positioning.
Step 2: Map Challenges to Appropriate Flow Categories
Once you’ve identified your specific business challenges, the next step is mapping them to the appropriate flow categories that can actually address them. This isn’t about forcing your challenges to fit standard flows, but rather understanding which email sequence types align with your particular needs.
Let’s examine how different business challenges map to specific flow categories:
Direct Booking Conversion Challenges
If your critical issue involves converting website visitors to direct bookers (rather than losing them to OTAs or competitors), several flow types might apply:
A browse abandonment sequence becomes essential when analytics show significant traffic to specific room category pages without corresponding booking attempts. This indicates interest without commitment—precisely what browse abandonment flows address by maintaining connection with these high-intent prospects.
A booking abandonment flow addresses the more acute challenge of visitors who begin the reservation process but don’t complete it. This indicates stronger intent but specific booking barriers that need addressing through targeted messaging.
A rate comparison sequence might be the answer when exit surveys or live chat transcripts reveal that price comparison with OTAs is your primary conversion barrier. This specialized flow demonstrates the value advantages of booking direct beyond just rate parity.
A remarketing sequence works for visitors who view multiple pages across different visits without converting. Their browsing behavior indicates genuine interest but insufficient urgency or conviction, requiring a longer nurturing approach.
The key insight here: direct booking challenges can be addressed by multiple flow types, but the specific nature of your conversion barrier determines which will be most effective. A property losing bookings primarily at the payment stage needs a different approach than one seeing visitors leave after viewing room options but before initiating booking.
Length of Stay Challenges
For hotels struggling with shorter-than-optimal stays that impact profitability and operational efficiency, specialized flows can address this specific challenge:
A stay extension sequence targets guests with confirmed bookings, encouraging them to add nights by showcasing experiences that require more time to fully enjoy. This works particularly well when analytics show guests often extend stays once on property—indicating desire but lack of pre-arrival awareness.
A minimum stay requirement nurturing flow addresses situations where rate fences create booking barriers. Rather than simply enforcing minimum stay requirements, this sequence explains the experiential advantages of longer stays in a way that converts restriction into value.
An experience-based duration sequence takes a sophisticated approach by building desire for experiences that naturally require longer stays. Instead of explicitly promoting additional nights, it showcases itineraries and activities that implicitly require extended duration.
Ancillary Revenue Challenges
When food and beverage, spa, activities, or other non-room revenue streams underperform, specialized flows can significantly impact capture rates:
A pre-arrival experience sequence introduces amenities and services at psychologically optimal moments in the pre-stay period. This works when the issue isn’t service quality but awareness and advance commitment.
A segmented enhancement flow delivers targeted ancillary offerings based on specific guest categories and known preferences rather than generic promotions. This addresses the challenge of relevance rather than general awareness.
An experience education sequence works when guest feedback indicates uncertainty about offerings rather than lack of interest. These flows provide deeper context about experiences, addressing hesitation stemming from unfamiliarity.
A peak/off-peak balancing flow strategically shifts demand to underutilized periods through time-specific incentives and positioning. This addresses facilities operating at capacity during certain periods while remaining underutilized at others.
The essential question isn’t which ancillary flow is “best” but which addresses your specific revenue challenge. A property where guests are booking spa services but at lower price points than optimal needs a different approach than one where guests aren’t engaging with the spa at all.
Loyalty and Return Stay Challenges
For properties struggling with repeat visitation rates or loyalty program engagement, relationship-focused flows can address these specific challenges:
A segmented post-stay sequence delivers different messaging to different guest types based on stay patterns and preferences rather than a one-size-fits-all approach. This addresses the challenge of relevance in maintaining connections after departure.
A booking anniversary flow creates natural re-engagement opportunities based on previous stay timing. This addresses the challenge of finding non-promotional reasons to reconnect with past guests in meaningful ways.
A lifecycle milestone sequence acknowledges and rewards deepening relationships over time. This addresses the challenge of differentiating communication based on relationship stage rather than treating all past guests identically.
A loyalty program engagement flow educates and activates program members based on their specific status and point accumulation patterns. This addresses the challenge of program awareness versus actual utilization.
The crucial insight: loyalty challenges require different email approaches depending on whether the issue is initial return rate, frequency development, or program utilization. The specific breaking point in your loyalty funnel determines which flow will deliver the greatest impact.
Step 3: Prioritize Flows Based on Business Impact Potential
With your challenges mapped to appropriate flow categories, the next critical step is prioritization. Not all flows—even those perfectly aligned with your challenges—deserve immediate implementation. Strategic prioritization requires evaluating both potential impact and implementation requirements.
Begin by assessing the potential business impact of each flow you’ve identified. This goes beyond generic metrics to estimate the specific value each flow could deliver for your property:
For a booking abandonment flow, calculate conversion impact based on your current abandonment rate, average booking value, and conservative conversion percentage. A property with 500 monthly cart abandons, an average booking value of €1,200, and a projected 5% recovery rate could reasonably expect €30,000 monthly revenue impact.
For a pre-arrival ancillary sequence, estimate capture improvement based on current baseline and comparable property benchmarks. A 200-room hotel with 70% occupancy, current F&B capture of €42 per occupied room, and a projected increase to €58 would see approximately €87,600 annual revenue impact.
For a return stay sequence, project value based on current repeat guest percentage, typical repeat guest spending premium, and conservative improvement targets. A property currently seeing 24% return rate with opportunity to reach 30% might project €175,000 annual impact based on the additional high-value stays generated.
This impact assessment must consider both immediate revenue and longer-term value. A flow that generates modest immediate revenue but significantly improves guest satisfaction scores might actually deliver greater total value than one with higher short-term returns but neutral experience impact.
Next, evaluate implementation requirements in terms of both resource investment and operational complexity:
Data availability represents a crucial consideration that many properties overlook. Some flows require guest history data that might not be readily accessible in your current systems. Others need integration between your PMS and email platform that might require development resources.
Content development needs vary dramatically between flow types. Some require extensive creative assets and sophisticated personalization, while others can function effectively with more straightforward messaging. Be realistic about your content creation capabilities or budget.
Testing requirements differ based on flow complexity and performance sensitivity. Flows with numerous decision points or high-value transactions typically need more extensive testing than simpler sequences, extending implementation timelines and resource requirements.
Operational integration considerations include how each flow interacts with existing processes. Some require staff training or procedural adjustments to ensure promises made in emails can be consistently delivered on property.
This dual assessment—business impact potential and implementation requirements—creates a prioritization matrix that guides rational flow selection:
High-impact, low-requirement flows become your immediate priorities. These “quick wins” deliver meaningful results without extensive resource investment or operational disruption.
High-impact, high-requirement flows deserve strategic planning and phased implementation. Their significant potential justifies the investment, but realistic resource allocation prevents setting unreasonable expectations.
Low-impact, low-requirement flows might be implemented opportunistically but shouldn’t divert resources from more valuable sequences. Their modest requirements mean they can be added when time and resources permit.
Low-impact, high-requirement flows should typically be deferred or reconsidered entirely. Their resource demands rarely justify their limited business impact.
This prioritization approach ensures you invest in flows that actually address your critical challenges rather than those that happen to be trendy or easy to implement. It aligns email marketing with business strategy rather than treating it as an isolated tactical channel.
Step 4: Develop Implementation Roadmap with Realistic Timelines
With flows prioritized based on business impact and implementation requirements, the final step is developing a realistic roadmap that acknowledges both resource constraints and sequence dependencies.
Begin by establishing a phased implementation timeline that respects your actual capacity—not idealized projections about what you “should” be able to accomplish. For most properties, implementing one major flow per quarter represents an ambitious but achievable pace that allows for proper development, testing, and optimization.
Next, identify critical dependencies between flows that affect sequencing. Some flows functionally require others to be in place first. For instance, a sophisticated segment-based return stay sequence typically requires a functional post-stay flow as its foundation. A targeted pre-arrival enhancement sequence generally needs basic pre-arrival communications already established.
Then, establish clear success metrics for each flow that connect directly to the business challenges they’re meant to address. These should go beyond standard email metrics to include actual business outcomes:
For a booking abandonment flow, success means specific recovery rate and revenue recapture rather than just open and click performance. Target metrics might include “8% conversion of abandoned carts to completed bookings” and “€35,000 monthly recovered revenue.”
For a pre-arrival ancillary sequence, concrete objectives might include “increase in pre-arrival F&B reservations from 22% to 35% of stays” and “€15 increase in average pre-committed ancillary spend per booking.”
For a loyalty activation flow, appropriate metrics could include “40% increase in program enrollment from eligible guests” and “25% increase in member redemption rate within 6 months of joining.”
Finally, build in deliberate optimization phases for each flow rather than assuming initial implementation represents the finished product. The most successful hotel email programs follow a pattern of launch, measure, refine, and expand for each flow—continuously improving performance rather than simply checking boxes on implementation.
This methodical roadmap approach prevents the common scenario where properties enthusiastically begin implementing multiple flows simultaneously only to see most languish in half-finished states as resources inevitably become constrained. By acknowledging actual capacity and focusing on full implementation of high-priority flows, you avoid the diluted effort that characterizes most hotel email programs.
Strategic Flow Selection by Business Challenge Category
Now that we’ve established the framework, let’s examine specific flow recommendations for the most common hotel business challenges. This isn’t about prescribing universal solutions but rather providing starting points for your own strategic selection process.
Challenge Category 1: Direct Booking Rate Improvement
Properties struggling with direct booking conversion typically face several distinct sub-challenges, each requiring different email approaches:
For awareness-stage conversion issues where visitors browse but don’t begin booking, a multi-touch nurture sequence often delivers the greatest impact. This flow addresses the extended decision-making process typical in hospitality by maintaining connection across multiple site visits and consideration touchpoints. Implementation priority increases for properties with longer average booking windows and higher-value reservations where relationship development significantly impacts conversion.
For cart abandonment challenges where visitors begin but don’t complete the booking process, a behaviorally-triggered recovery flow typically delivers immediate revenue impact. This sequence addresses specific booking barriers through targeted messaging based on where abandonment occurred. Priority increases for properties seeing high abandonment rates at specific funnel stages, particularly when exit surveys indicate concerns that can be effectively addressed through communication.
For rate parity and value perception challenges where visitors comparison shop between direct and OTA options, a direct value reinforcement sequence often changes booking patterns. This flow systematically communicates the specific advantages of booking direct beyond just price. Implementation priority increases for properties with significant OTA dependency and margin pressure from distribution costs.
For repeat guest booking challenges where previous visitors book return stays through indirect channels, a channel shifting sequence typically delivers strong ROI. This flow specifically addresses convenience and perception barriers that prevent direct rebooking. Priority increases for properties with high guest satisfaction but low direct repeat booking rates, indicating experience satisfaction but booking channel migration.
The common thread: successful direct booking improvement requires identifying the specific conversion barrier rather than implementing generic “best practice” flows. The highest-priority sequence depends entirely on where your particular booking funnel shows the greatest leakage.
Challenge Category 2: Seasonal Demand Balancing
Properties facing significant seasonal fluctuations typically benefit from flows designed to reshape demand patterns rather than just traditional promotional sequences:
For shoulder season development challenges where periods adjacent to peak season see disproportionately low occupancy, an experience-based repositioning sequence often creates new demand. This flow reframes these periods as offering distinctive experiences unavailable during peak times rather than simply positioning them as “off-season.” Implementation priority increases for properties where weather or activities remain appealing during shoulder periods but perception barriers limit bookings.
For extreme seasonality challenges with dramatic occupancy swings between high and low periods, a segment shifting sequence typically delivers meaningful impact. This flow targets non-traditional guest segments whose travel patterns or preferences align with low-demand periods. Priority increases for properties with significant fixed costs that make consistent occupancy particularly valuable even at adjusted rates.
For day-of-week imbalance challenges where specific weekdays consistently underperform, a length-of-stay manipulation sequence often reshapes booking patterns. This flow incentivizes extended stays that cover traditionally weak days through strategic packaging and positioning. Implementation priority increases for city properties where weekend/weekday imbalance creates significant operational challenges and revenue opportunity costs.
For special event dependency challenges where demand concentrates around specific calendar events, a distributed demand flow creates more consistent booking patterns. This sequence builds awareness and desire for experiences throughout the year rather than just during headline events. Priority increases for destinations where major events create extreme occupancy spikes followed by significant valleys.
The essential insight: seasonal demand challenges require fundamentally different email approaches than generic promotional flows. These specialized sequences don’t just discount low periods but strategically reposition them through targeted messaging to specific segments.
Challenge Category 3: Ancillary Revenue Optimization
Properties seeking to improve non-room revenue performance face diverse challenges requiring different email approaches:
For awareness and pre-commitment challenges where guests simply don’t know about offerings until arrival, a pre-arrival experience sequence typically delivers immediate revenue impact. This flow introduces ancillary services at psychologically optimal times based on purchase decision patterns. Implementation priority increases for properties with quality offerings but low pre-arrival commitment rates compared to industry benchmarks.
For pricing and packaging challenges where guests use facilities but at lower value points than optimal, a tiered experience introduction flow often improves average spend. This sequence systematically introduces premium options before standard ones, establishing higher reference points for decision-making. Priority increases for properties achieving good capture rates but seeing lower average transaction values than their quality level should command.
For competitive capture challenges where guests choose nearby options instead of property amenities, a distinctive positioning sequence typically improves on-property spending. This flow emphasizes the unique aspects of property offerings that external alternatives can’t match. Implementation priority increases for urban properties where numerous external options create significant competition for guest spending.
For schedule balancing challenges where facilities see extreme usage fluctuations by day or time, a demand redistribution flow often creates more consistent utilization. This sequence strategically directs guests to underutilized periods through experience positioning rather than just discounting. Priority increases for properties where capacity constraints during peak periods coincide with underutilization at other times.
The consistent principle: successful ancillary revenue flows don’t just promote amenities but address specific usage barriers through targeted messaging. The highest-priority flow depends entirely on whether your challenge involves awareness, perceived value, competitive alternatives, or demand patterns.
Challenge Category 4: Guest Loyalty and Retention
Properties working to improve repeat visitation rates and loyalty program performance typically face several distinct challenges:
For initial return barriers where first-time guests don’t book a second stay despite satisfaction, a relationship continuation sequence generally delivers strong impact. This flow maintains connection beyond the standard post-stay window through relevant content and personalized communication. Implementation priority increases for properties with high satisfaction scores but low return rates, indicating experience satisfaction but relationship discontinuity.
For booking anniversary challenges where previous guests need specific return triggers, a memory-based reconnection flow typically drives incremental bookings. This sequence leverages previous stay timing and experiences to create natural rebooking opportunities. Priority increases for properties with seasonal experiences or events that create natural annual return patterns.
For segment-specific retention challenges where certain guest types show lower return rates than others, a targeted reactivation sequence often addresses specific barriers. This flow delivers different messaging to different guest categories based on their particular return obstacles. Implementation priority increases for properties seeing significant return rate variation between otherwise similar guest segments.
For loyalty program underutilization challenges where enrollment outpaces engagement, an activation and education flow typically improves program performance. This sequence systematically guides members from enrollment through initial engagement to ongoing utilization. Priority increases for properties with substantial program investment but disappointing active participation metrics.
The fundamental perspective: effective loyalty flows address specific relationship barriers rather than simply sending generic “we miss you” messages. The highest-priority sequence depends entirely on where your guest lifecycle shows the greatest dropoff or underperformance.
Implementation Excellence: Turning Selection into Results
Strategic flow selection represents only the first step toward email marketing that actually addresses your business challenges. Even perfectly selected flows fail without proper implementation, measurement, and optimization.
While detailed implementation guidance exceeds the scope of this framework, several principles prove essential for translating strategic selection into actual results:
Begin with clear success metrics that connect directly to your business challenges rather than just email performance indicators. These metrics should be specific, measurable, and directly related to the business problems you’re trying to solve. “Increase direct bookings by 15% within 6 months” provides more strategic direction than “improve open rates by 10%.”
Ensure proper tracking and attribution systems before launching new flows. The inability to accurately measure impact represents one of the primary reasons hotels abandon promising email initiatives. Work with your technology teams to establish clear attribution methods that connect email engagement to actual business outcomes.
Invest in proper segmentation infrastructure as the foundation for all strategic flows. Even perfectly crafted messages fail when sent to the wrong audience at the wrong time. Develop clear segmentation rules based on both demographic characteristics and behavioral signals that indicate specific needs or opportunities.
Focus on systematic testing rather than subjective opinions when optimizing flows. The most successful hotel email programs implement structured A/B testing protocols that methodically improve performance based on actual results rather than internal preferences. Test meaningful variables that could significantly impact results rather than minor creative elements with limited business impact.
Establish clear ownership and accountability for email performance within your organization. Programs without specific responsibility for results typically underperform regardless of strategic quality. Designate clear roles for strategy, content creation, technical implementation, and performance analysis rather than treating email as everyone’s part-time responsibility.
Selecting the Right Partner for Your Email Flow Implementation
While some properties have the internal resources and expertise to implement sophisticated flows themselves, most achieve better results by partnering with specialists who bring both strategic frameworks and implementation experience. The right partner doesn’t just execute your direction but helps refine your flow selection based on industry benchmarks and performance patterns.
When evaluating potential partners, look beyond generic capabilities to assess their specific expertise in addressing your particular business challenges:
Do they demonstrate genuine understanding of hotel-specific email patterns rather than applying generic ecommerce approaches to hospitality? Effective hotel flows differ significantly from retail sequences due to the unique purchasing psychology and customer journey in travel.
Can they provide specific examples of how their flows have addressed similar business challenges for comparable properties? Abstract capabilities matter less than demonstrated results in solving problems like yours.
Do they offer structured frameworks for flow selection and implementation rather than simply executing your directions? The right partner challenges your assumptions and brings data-driven perspective to your strategic decisions.
Will they establish clear performance metrics tied to your business objectives rather than just reporting on standard email engagement? True partners measure success by your business outcomes, not just their channel metrics.
The right implementation partner accelerates your results by bringing proven frameworks and accumulated learning rather than building everything from scratch. They help you avoid common pitfalls while implementing flows that have demonstrated success in addressing challenges similar to yours.
Next Steps: Implementing the Business-First Approach
Now that you understand the business-first approach to email flow selection, here’s how to begin implementing this framework at your property:
Start by clearly articulating your 2-3 most critical business challenges in specific, measurable terms. Avoid vague objectives like “increase revenue” in favor of precise challenges like “improve Sunday-Thursday occupancy by 15% during May-September without exceeding 20% discount from BAR.”
For each challenge, identify the specific guest behaviors that would address the issue. What exactly do you need people to do differently? This behavioral focus helps connect business challenges to appropriate email sequences.
Assess your current email flows against these critical challenges. Which existing sequences actually address your specific needs? Which are consuming resources without impacting your priority issues? This honest evaluation often reveals significant misalignment between current efforts and actual business needs.
Using the mapping principles outlined above, identify the specific flow types most likely to address each priority challenge. Remember that standard flows might need significant adaptation to address your particular situation effectively.
Prioritize these flows based on both potential business impact and implementation requirements. Be realistic about your resource constraints and technical capabilities when developing your implementation roadmap.
The business-first approach to email flow selection might seem more complex than simply implementing “standard” sequences. In reality, it delivers better results with less total effort by focusing your resources on flows that actually address your critical challenges rather than spreading attention across generic implementations.
The most successful hotel email programs don’t have more flows than their competitors—they have more relevant flows that directly address their specific business challenges. They achieve superior results not through volume but through strategic alignment between their email marketing and their actual performance needs.
By adopting this business-first approach to flow selection, you transform email from a generic marketing channel into a strategic tool that directly addresses your property’s most pressing challenges. You stop competing on standard implementations and start developing sequences specifically designed to solve your unique business problems.