Once you’re a worldwide hospitality model like Hyatt, each e mail counts — from reservation affirmation emails to check-out particulars. However behind these seemingly easy messages is a posh system that has to maintain up with evolving visitor expectations and inner instruments.
On this case examine for our E mail Marketer’s Code collection, Daniel Kim explains how an e mail advertising and marketing crew revamped a high-volume e mail program for Hyatt, modernizing legacy e mail campaigns whereas navigating technical debt, tight timelines, and platform transition. Through the use of Stripo’s reusable modules and automation, the crew achieved a formidable 15-30% increase in key efficiency metrics.
Knowledgeable
E mail Developer and Entrance-Finish Developer
Meet the professional: Daniel Kim
Daniel Kim is an skilled e mail and front-end developer who first entered the tech world in 2017 after finishing a FullStack boot camp at CodingDojo. With a background in economics from the College of San Francisco, Daniel rapidly discovered his area of interest in e mail improvement, drawn in by each the artistic challenges and the technical quirks of the sector.
Over the previous 5 years, he’s labored on a variety of high-profile initiatives, together with campaigns for Google and Hyatt, throughout his time at Hawkeye Company (previously Epsilon). His ardour for front-end work and a focus to element proceed to drive his success in e mail advertising and marketing at this time.
Enjoyable reality: When he’s not constructing emails, Daniel is deep on the earth of PC gaming. His present favorites embrace Monster Hunter Wilds, Helldivers 2, The Finals, and Marvel Rivals.
Daniel shared a case examine from his follow and defined the technique of utilizing legacy emails within the lodge trade.
The problem: Modernizing legacy emails to spice up engagement and streamline the visitor expertise
Between 2024 and 2025, I labored with the Hyatt Visitor Communications Staff on a significant e mail modernization venture. The objective was to replace a collection of legacy emails that have been nonetheless being hosted on Adobe Expertise Supervisor. These emails play a key function within the visitor journey, so the stakes have been excessive.
Our goal was to enhance subscriber engagement and loyalty, easy the reservation course of, and provides the emails a much-needed design refresh. A giant a part of this was integrating the Hyatt Bellhop System, a personalization engine that permits us to tailor every message to the person visitor. We targeted on just a few key sorts of emails: reservations, conferences and occasions, ESummary, Test-in/Test-out (CICO), and Folio messages.
It wasn’t only a visible redesign — the actual problem was modernizing how the emails labored behind the scenes. The preparation course of had a novel twist:
- We have been making main “high quality of life” modifications to our CRM platform, the Hyatt Personalization Engine, proper in the course of the whole lot.
- We needed to make large-scale updates to our Stripo templates, though a few of them have been already stay or in the course of being deployed.
We additionally confronted just a few sensible limitations: tight deadlines, not sufficient QA help, and a small crew juggling plenty of work. Nonetheless, we stored pushing, figuring out that the affect on the visitor expertise could be price it.
(Supply: Stripo template)
The answer: How we sped up e mail manufacturing
To handle all of the shifting items — the brand new personalization engine, the up to date templates, and the strain of ongoing deployments — we needed to work good.
One of many largest time-savers for us was utilizing Stripo’s built-in E mail Translate Service and saved modules. As a substitute of rebuilding each e mail from scratch or copy-pasting blocks between information, we leaned closely on Stripo’s potential to save lots of parts.
Daniel Kim,
E mail Developer and Entrance-Finish Developer.
We created a library of reusable modules — issues like headers, footers, and personalization blocks — that we may drop into completely different emails as wanted. That alone saved us an enormous period of time and helped us hold the whole lot constant.
Creating localized variations was one other lifesaver. Protecting a number of variations in Stripo allowed us to check updates or apply personalization modifications with out concern of overwriting something important.
These two options collectively helped us scale back the time it took to construct out localized variations of templates. What may’ve taken days per model was now executed a lot quicker, and with fewer errors. It undoubtedly helped us keep on observe regardless of the heavy workload and restricted assets.
How we constructed the emails: step-by-step
To make the entire venture manageable, we broke down the e-mail improvement course of into clear phases. Right here’s the way it appeared for us:
1. Amassing and organizing the present emails
First, we pulled all of the legacy e mail templates from Adobe Expertise Supervisor. We wanted to see precisely what we have been working with — what may keep, what wanted a refresh, and what needed to be rebuilt from the bottom up. This gave us a stable place to begin and helped us keep away from lacking something vital.
2. Rebuilding templates in Stripo
As soon as we had the whole lot mapped out, we started recreating the emails in Stripo. That is the place issues began to get smoother. Utilizing Stripo’s drag-and-drop editor, we constructed fashionable, responsive templates that have been a lot simpler to take care of than the previous ones. We additionally created saved modules for repeated components, reminiscent of branding sections, which saved us time later.
3. Including personalization
Subsequent, we plugged within the Hyatt Bellhop System — our personalization engine. This step concerned integrating dynamic content material primarily based on the visitor’s reservation particulars or preferences. Stripo made it straightforward to fit in these dynamic fields, which helped us hold the design clear whereas nonetheless making every message really feel personalised.
4. Testing in Litmus
After constructing and integrating content material, we ran every e mail via Litmus to check the way it appeared throughout completely different gadgets and e mail shoppers. This helped us catch structure points early and ensure the whole lot was rendering as anticipated, which is very vital for such a high-volume hospitality model.
5. Versioning and localization
For every base template, we created a number of variations relying on language and market wants. Stripo’s built-in E mail Translate service helped us hold the whole lot organized and allowed us to rapidly swap between completely different variations with out duplicating work or shedding observe.
6. Closing QA and deployment again to AEM
As soon as the emails handed testing, we pushed them again into Adobe Expertise Supervisor for deployment. At this stage, we did a ultimate examine to ensure the whole lot was related to the appropriate techniques and personalization guidelines, then handed it off for rollout.
Every step relied on stable instruments — Stripo for constructing and organizing, Litmus for testing, and Adobe Expertise Supervisor for the ultimate deployment. With out this device stack, managing so many emails with a small crew wouldn’t have been attainable.
The outcomes: 15-30% improve in key metrics
The updates made an actual affect. Throughout the board, we noticed a mean improve of about 15% to 30% in key metrics reminiscent of open charges, click-throughs, and conversions. That’s a giant win, particularly contemplating what number of visitors these emails attain day by day.
The mixture of a cleaner design, higher personalization, and a extra environment friendly improvement course of actually paid off. For our small crew, it was a reminder that the appropriate instruments — and a little bit of upfront planning — could make a posh venture far more manageable.
Word from Stripo: Due to contractual obligations, Daniel can’t share the precise emails they labored on — however when you’ve made or up to date a reservation with Hyatt lately, likelihood is you’ve seen a few of them in your inbox. We’ve got chosen a number of templates from the Stripo library to indicate an instance of the emails used within the lodge trade.
(Supply: Stripo template)
Suggestions and takeaways
Trying again on this venture with the Hyatt crew, I can say one factor for certain — modernizing e mail campaigns doesn’t should be overwhelming. With the appropriate setup, even a small crew can deal with a giant workload and nonetheless ship nice outcomes.
1. Use reusable parts as a lot as attainable: Save your time (and complications) by constructing a library of modules you should use throughout campaigns. It takes some work upfront, however as soon as it’s arrange, it removes plenty of guesswork from each improvement and QA. You’ll additionally hold your branding extra constant.
2. Plan for localization early: Designing for various languages might be tough — not all layouts or fonts work for sure languages. If localization is even a risk, take into account it early in your design course of to keep away from time-consuming fixes later.
3. Automate the place you may: The extra you manually edit and re-edit a marketing campaign, the extra doubtless one thing will slip via the cracks. Automate what you may — model management, testing, and dynamic content material — to cut back human error and pace up your workflow.
Wrapping up
We thank Daniel Kim for sharing his insights and experiences with us. This venture confirmed me how highly effective it’s to mix the appropriate instruments with a stable technique. By specializing in reusable modules, constructing with personalization and localization in thoughts, and streamlining our processes with automation, we modernized a key a part of Hyatt’s communication and noticed robust efficiency beneficial properties because of this.
Whether or not you are working with a hospitality model or one other trade fully, these identical practices may also help you make your e mail campaigns more practical, extra scalable, and lots simpler to handle.
