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.
NOTE: 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.
