If you’re a worldwide hospitality model like Hyatt, each electronic 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 sequence, Daniel Kim explains how an electronic mail advertising and marketing crew revamped a high-volume electronic mail program for Hyatt, modernizing legacy electronic mail campaigns whereas navigating technical debt, tight timelines, and platform transition. By utilizing Stripo’s reusable modules and automation, the crew achieved a powerful 15-30% increase in key efficiency metrics.
Skilled
E mail Developer and Entrance-Finish Developer
Meet the knowledgeable: Daniel Kim
Daniel Kim is an skilled electronic 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 shortly discovered his area of interest in electronic 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 spread of high-profile tasks, together with campaigns for Google and Hyatt, throughout his time at Hawkeye Company (previously Epsilon). His ardour for front-end work and a spotlight to element proceed to drive his success in electronic mail advertising and marketing at the moment.
Enjoyable truth: When he’s not constructing emails, Daniel is deep on this planet of PC gaming. His present favorites embody Monster Hunter Wilds, Helldivers 2, The Finals, and Marvel Rivals.
Daniel shared a case examine from his observe and defined the technique of utilizing legacy emails within the resort 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 Workforce on a significant electronic mail modernization mission. The aim was to replace a sequence of legacy emails that have been nonetheless being hosted on Adobe Expertise Supervisor. These emails play a key position within the visitor journey, so the stakes have been excessive.
Our goal was to enhance subscriber engagement and loyalty, clean the reservation course of, and provides the emails a much-needed design refresh. An enormous a part of this was integrating the Hyatt Bellhop System, a personalization engine that enables us to tailor every message to the person visitor. We targeted on a couple of key forms of emails: reservations, conferences and occasions, ESummary, Examine-in/Examine-out (CICO), and Folio messages.
It wasn’t only a visible redesign — the true 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 midst of all the pieces.
We needed to make large-scale updates to our Stripo templates, though a few of them have been already stay or in the midst of being deployed.
We additionally confronted a couple of sensible limitations: tight deadlines, not sufficient QA help, and a small crew juggling numerous work. Nonetheless, we stored pushing, understanding that the affect on the visitor expertise can be value it.
(Supply: Stripo template)
The answer: How we sped up electronic 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 sensible.
One of many largest time-savers for us was utilizing Stripo’s built-in E mail Translate Service and saved modules. As an alternative of rebuilding each electronic mail from scratch or copy-pasting blocks between recordsdata, we leaned closely on Stripo’s skill to save lots of elements.
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 totally different emails as wanted. That alone saved us an enormous period of time and helped us preserve all the pieces constant.
Creating localized variations was one other lifesaver. Retaining a number of variations in Stripo allowed us to check updates or apply personalization modifications with out concern of overwriting something vital.
These two options collectively helped us cut back the time it took to construct out localized variations of templates. What may’ve taken days per model was now performed a lot sooner, and with fewer errors. It positively helped us keep on observe regardless of the heavy workload and restricted sources.
How we constructed the emails: step-by-step
To make the entire mission manageable, we broke down the e-mail improvement course of into clear levels. Right here’s the way it appeared for us:
1. Accumulating and organizing the present emails
First, we pulled all of the legacy electronic mail templates from Adobe Expertise Supervisor. We would have liked 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 all the pieces 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 keep up than the outdated 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 based mostly on the visitor’s reservation particulars or preferences. Stripo made it straightforward to fit in these dynamic fields, which helped us preserve the design clear whereas nonetheless making every message really feel customized.
4. Testing in Litmus
After constructing and integrating content material, we ran every electronic mail by way of Litmus to check the way it appeared throughout totally different units and electronic mail shoppers. This helped us catch structure points early and ensure all the pieces 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 preserve all the pieces organized and allowed us to shortly swap between totally different variations with out duplicating work or shedding observe.
6. Remaining 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 remaining examine to verify all the pieces was linked to the fitting methods 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 potential.
The outcomes: 15-30% enhance in key metrics
The updates made an actual affect. Throughout the board, we noticed a median enhance of about 15% to 30% in key metrics reminiscent of open charges, click-throughs, and conversions. That’s an enormous win, particularly contemplating what number of friends these emails attain day-after-day.
The mix 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 fitting instruments — and a little bit of upfront planning — could make a posh mission way more manageable.
Word from Stripo: Due to contractual obligations, Daniel can’t share the precise emails they labored on — however for those who’ve made or up to date a reservation with Hyatt lately, chances are high you’ve seen a few of them in your inbox. We have now chosen a number of templates from the Stripo library to point out an instance of the emails used within the resort trade.
(Supply: Stripo template)
Suggestions and takeaways
Trying again on this mission with the Hyatt crew, I can say one factor for positive — modernizing electronic mail campaigns doesn’t must be overwhelming. With the fitting setup, even a small crew can deal with an enormous workload and nonetheless ship nice outcomes.
1. Use reusable elements as a lot as potential: Save your time (and complications) by constructing a library of modules you should utilize throughout campaigns. It takes some work upfront, however as soon as it’s arrange, it removes numerous guesswork from each improvement and QA. You’ll additionally preserve your branding extra constant.
2. Plan for localization early: Designing for various languages will be difficult — not all layouts or fonts work for sure languages. If localization is even a risk, contemplate it early in your design course of to keep away from time-consuming fixes later.
3. Automate the place you’ll be able to: The extra you manually edit and re-edit a marketing campaign, the extra doubtless one thing will slip by way of the cracks. Automate what you’ll be able to — 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 mission confirmed me how highly effective it’s to mix the fitting 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 good points because of this.
Whether or not you are working with a hospitality model or one other trade fully, these identical practices might help you make your electronic mail campaigns more practical, extra scalable, and lots simpler to handle.