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Lapsed Guest Re-engagement Automation

The Lapsed Guest automation targets previous guests who haven't made a booking in over 12 months. This automation uses strategic messaging and incentives to re-activate dormant guest relationships and drive repeat bookings.

Overview​

Purpose: Re-activate past guests, understand booking barriers, and encourage return visits.

Trigger: 12 months since the guest's last departure date.

Channels: Email (primary), SMS for high-value guests, with optional retargeting pixel integration.

Setup Instructions​

  1. Navigate to Automations in your SendSquared dashboard
  2. Click + Create New Automation
  3. Select Lapsed Guest from the template library or start from scratch
  4. Configure the automation with the following nodes:

Step 1: Configure Trigger​

  1. Select the Date-Based trigger
  2. Set conditions:
    • Reference Date: LastStayDepartureDate
    • Time Period: 12 months after
    • Filter: Guests with at least 1 completed stay

Step 2: Add Guest Segmentation​

  1. Add a Condition node to segment by guest value
    • High Value: TotalRevenue >= $1500 OR TotalBookings >= 4
    • Medium Value: TotalRevenue >= $750 OR TotalBookings >= 2
    • Low Value: TotalRevenue < $750 AND TotalBookings = 1

Step 3: Create Multi-Stage Campaign​

  1. First Touch: Nostalgic re-connection email (Day 1)
  2. Second Touch: Feedback request and survey (Day 7)
  3. Third Touch: Incentive offer (Day 14)
  4. Final Touch: Last-chance promotion (Day 30)

Step 4: Add Value-Based Messaging​

  1. Customize messaging by segment
  2. Configure different incentive levels
  3. Set up tracking pixels for retargeting

Email Template Examples​

Initial Re-connection Email​