When 50% of Guest Emails Bounce: A Wake-Up Call for Hotels
I was reviewing post-stay survey data and CRM reports for a hotel client when one number caught my eye — and wouldn’t let go.
More than 50% of guest emails were bouncing.
That meant over half the guests weren’t receiving their electronic invoices. They weren’t seeing our satisfaction survey. They weren’t reachable for upsells, review requests, or future promotions.
At first glance, this might seem like a minor operational issue. But as I dug deeper, I realized it was a full-scale data integrity problem — and a silent revenue killer.
Why Bad Emails Hurt Every Department
Here’s the chain reaction a wrong email sets off:
Billing: Guest doesn’t receive their invoice, leading to frustration and added manual work.
Marketing: Follow-up campaigns and automations don’t reach half the audience.
Reputation Management: Guests never get the satisfaction survey or review request.
CRM & Segmentation: You can't build accurate customer profiles if the data is flawed.
Revenue: No re-engagement, no upselling, no loyalty programs.
And worst of all — this happens after the guest has already been in the hotel. You had the chance. You just lost it due to a typo.
How We Responded
We didn’t need more tech. We needed better habits.
So we built a protocol for front desk and reservations teams, and we paired it with practical tools.
Here’s what worked:
✅ 1. Ask for emails in writing, not verbally
Dictating an email over a phone line or at a noisy reception is a recipe for mistakes. Ask for it by WhatsApp or written on paper if needed.
✅ 2. Copy/paste from the system when a previous booking exists
Never retype what already exists in the PMS. Use right-click > copy email to avoid typos.
✅ 3. Confirm with the phonetic alphabet during calls or check-in
Spell out the address, letter by letter: “B as in Bravo, E as in Echo…”
✅ 4. All caps are OK
Yes, it’s fine to write emails in all uppercase for clarity. Email systems do not differentiate between lowercase and uppercase.
✅ 5. Use digital tools
Online check-in forms or tablets at reception allow guests to input their own email directly. This reduces human error and improves accuracy.
Why This Matters Beyond Marketing
We often think of CRM (Customer Relationship Management) as a tool for marketing. But CRM starts with accurate data.
A misspelled email may seem like a small error. In reality, it breaks the entire customer lifecycle — from billing to feedback to long-term loyalty.
No matter how sophisticated your CRM strategy or automation flows are, if the guest contact is wrong, none of it works.
Final Thought
Fixing this issue doesn’t require expensive tech or new platforms.
It requires awareness, consistency, and discipline across the front-line team.
Now I’m wondering:
Does this happen in your hotel or business too?
What systems do you have in place to protect your data quality?
Let’s keep improving.
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