Email marketing for hotels: reactivate past guests

Does email still work for small hotels and inns?

Yes. Email is the direct channel you control — no intermediary, no algorithm, no click-based fees. A past guest who receives a return offer during low season is more likely to book than someone who only sees paid ads. The secret isn't volume, it's clarity of the trigger and relevance to who receives it. Most inns have a dormant list — past guests, consultants who didn't book, site visitors. The problem is lack of legal permission and strategy on when and what to send. Email works because it reaches people who already know you.

What list do you already have (and haven't noticed)?

Your list comes from three sources: emails from past reservations (with confirmed stays), emails collected in pre-check-in or checkout, and emails left in a contact form on your website. But here's the critical detail: you can ONLY use them for marketing with explicit consent. Sending offers to someone who never authorized it is a LGPD violation (Brazil's data protection law), even if they stayed twice.

From now on, add a clear opt-in field to your reservation: "Receive offers and news from the inn by email?". Leave it pre-selected (active opt-in) so you don't lose data from people who don't read carefully. At checkout, ask again — many people change their mind after good service, and those who authorize then are more likely to open campaigns later.

What does Brazil's data protection law allow you to send?

LGPD (Law nº 13.709/2018) requires consent for marketing. The law provides for fines up to 2% of revenue (capped at Brazilian reais R$ 50 million) — consent is not optional. With documented consent, you can send: inn offers, service updates, holiday alerts, invitations to return. You cannot: sell data, send partner content without new consent, keep email after unsubscribe. If a guest clicks "Stop receiving", delete within 30 days and never send again.

What are the 5 campaigns that work?

Campaign	Trigger	Timing	Goal
Thank you post-stay	Confirmed stay	1 day after checkout	Review + relationship
Low-season return offer	60+ days no booking	Every Monday	Fill low season
Holiday advance notice	Holiday calendar	45 days before	Increase average booking
Stay anniversary	Date of past stay	That exact month	Reactivate inactive guest
Inn updates	Renovation, new service	Quarterly	Stay connected

Start with "Thank you" and "Low-season offer" — these two do most of the work. "Thank you" reinforces the relationship and increases reply rate. "Low-season offer" is pure conversion. Add the others as you find your rhythm.

What to write (ready-made template)?

Here's a template that works for past guests. Copy and adapt with your inn's name and offer. The structure is tested: personal greeting + reference to what they experienced + offer + one action button:

Subject: Would you come back to [inn name]? We have an offer

Hi [Name],

How are you? We were happy to have you here on [date].

We've put together an offer just for those who know the place:
[OFFER + VALID UNTIL]

Click the link and pick your date: [BOOK BUTTON]

Any questions, just reply to this email.

Best,
[Your name and inn]

Short subject lines with a question or number get +20% more opens. Body in 3–4 lines: clear offer, one button only. Include "Stop receiving" in the footer — it's a legal requirement.

How often to send without annoying people?

1 to 2 emails per month is the rhythm. More than that and guests unsubscribe. Monitor open rate (good is +20%) and bookings. If they open but don't book, adjust. The secret is consistency: 12 relevant per year beats 48 weak ones. Test with 100 guests first.

Anyone who's stayed with you is your best media. Reactivate with permission, clear offer, and respectful frequency — start organizing your list today.