Build the list properly
- Capture email at booking and at check-in with clear consent
- Import historical guests where consent allows
- Tag by season, room type, nationality and length of stay
The four emails that matter
- Pre-arrival: transfers, dining, upgrades
- Post-stay: review request, a day after checkout
- Seasonal offer: to guests who came in the same months before
- Win-back: guests who have not returned in eighteen months
Frequency
Four to six emails a year is plenty for a hotel list. More than monthly and unsubscribes climb faster than bookings.