Email Design Guidelines

Emails that Guestfolio sends on your behalf are enriched using HTML and are designed to be mobile-responsive. We have designed our email templates using industry best practices for deliverability and readability.

If your hotel property would like to supply pre-designed email templates, please consider the following:

  1. All graphical elements should be separate, i.e. no text or logos on top of images. This ensures better readability of messages when viewed on a mobile device.
  2. The actionable goal of the email is to get the guest to click through to the Mobile Concierge. So, other than linking the hotel logo to your hotel website, we advise that you do not have link navigation in the header or footer of your message.
  3. The email footer should only contain the essential details (hotel name, address, phone, email address, unsubscribe link) see CAN-SPAM Act.
  4. Confirmation details below the Concierge button generates higher click-through rates. Guests will scroll down to look for confirmation details if they need them.
  5. Social media links are acceptable but distract from the goal of the email and our statistics show that clicks on these links are so low that they are negligible; usually zero.
  6. Fonts need to be web-safe standards (e.g. Arial, Verdana, Times New Roman, etc.) or available on the Google fonts API. Fonts available on your computer cannot be embedded in email.

Items we strongly advise against

  • Do not embed video into your emails.
  • Do not add external links to other social sharing or social media sites in your pre-arrival emails. We advise that there is one focused call to action within your emails, preferably to your Mobile Concierge.
  • Do not add large images that will slow down the deliverability of your emails, especially to mobile devices.
  • Do not add a navigation bar to your emails: too many link options blur the goal of the email.

Follow the CAN-SPAM Act

Be sure to comply with the federal CAN-SPAM Act. The CAN-SPAM Act is geared towards marketing email, but we advise that senders follow its regulations regardless of what type of email they send. Here’s what you need to do:

  • Have a working unsubscribe mechanism in the footer and/or header of all email communications. (We provide an {{ unsubscribe_url }} to link from your email templates.)
  • Include your official business street address in the footer of all email communications. This should be your corporate headquarters or hotel address where official communications are handled. It cannot be a P.O. Box.