Important Notice – How Email Filtering Is Changing

Email providers are beginning to operate more like social media algorithms.

If a user regularly opens, reads, and interacts with your emails, future messages are more likely to land in their inbox.

However, if emails are ignored, deleted, or marked as spam – whether by the recipient or by third-party inbox filtering tools – it signals that the emails may not be valuable. Over time, this can cause your emails to be filtered into spam or blocked entirely.

This doesn’t just affect one message. It can impact all future emails sent to that client.

For agencies sending frequent reservation updates, reminders, or follow-ups, this is especially important to be aware of. If clients are not opening those emails – even if the information is helpful – it can increase the likelihood of future emails being filtered.

Because of this, it’s more important than ever to:
• Send emails that are necessary and expected
• Avoid sending repetitive or redundant messages
• Ensure your emails provide clear value to the recipient

In some cases, it may be helpful to educate your clients as well. If they regularly ignore emails, important travel information may not reach them when they need it.

Additionally, internal emails such as task notifications that go unopened can also contribute to lower engagement. If you are not actively using certain notifications, like task emails, we recommend turning those off.

For follow-up communication – such as “ready to book again” messages, review requests, or long-term reminders – these are often better suited for marketing emails rather than reservation emails.

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Here’s two ready-to-use email templates you and your agents can copy, tweak, and send to clients to help make sure your emails are not marked or blocked as spam by email providers.

Hi [Client Name],

I’m so excited to be helping you plan your upcoming travel! ✈️

I wanted to share a quick note to make sure you receive all of your important trip details, confirmations, and updates along the way.

As email providers continue to tighten their filters, sometimes important travel emails can end up in spam or junk folders. Especially if they haven’t been opened before.

Here are a few quick ways to make sure you don’t miss anything:

• Add my email address to your contacts or safe sender list
• Check your spam or junk folder if you’re expecting an email
• Open and review emails with your travel details when they arrive

This helps your email provider recognize that you want to receive these messages, so everything gets delivered to your inbox.

You can expect emails from me for things like confirmations, reminders, and important travel information. I want to make sure you have everything you need for a smooth and enjoyable trip.

If you ever feel like you’re missing something or have a question, don’t hesitate to reach out. I’m here to help every step of the way!

Thank you,
[Your Name]

Hi [Client Name],

As we begin planning your travel, I want to make sure you receive all important emails related to your trip, including confirmations, reminders, and updates.

Email providers have recently updated their filtering systems, which can sometimes cause important emails to be sent to spam or junk folders.

To help ensure everything reaches your inbox, I recommend:
• Adding my email address to your contacts
• Checking your spam or junk folder if you’re expecting information
• Opening emails when they arrive so your email system recognizes them as important

If you ever have questions or feel like you may be missing something, please don’t hesitate to reach out.

I’m here to make this process as smooth and enjoyable as possible!

Thank you,
[Your Name]