In the following article, you will find recommendations to improve your Valid Email Rate and increase the number of surveys sent to your guests.
In modern hospitality, guest feedback is one of the key pillars for growth and continuous improvement. Satisfaction surveys, both onsite (during the stay) and follow-up (after check-out), are powerful tools to capture the voice of the customer. However, for these surveys to serve their purpose, it is crucial to ensure they actually reach the guest. And this is where a key factor comes in: the valid email rate.
Why is this rate so important?
Having a database with a high proportion of valid emails means that more surveys will correctly reach guests, which translates into:
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Higher volume of real and actionable feedback
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More opportunities to resolve issues before they turn into negative public reviews
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More comprehensive and representative analysis of the guest experience
On the other hand, a low valid email rate limits the reach of the surveys, reduces the data sample, and compromises the reliability of any subsequent analysis.
What can be done to improve this rate?
Here are some key actions that can help:
- Training for reception staff: Ensure the team is trained to properly request and record the email during check-in, clearly explaining why it is being requested and how it will be used.
- Regular database review: Implement processes to clean and eliminate invalid or duplicate emails.
- Encouraging guests to share their contact: Transparently show the benefits of providing their email (for example, to receive exclusive promotions or to streamline future check-ins).
Conclusion
A good survey strategy starts well before sending: it begins with a reliable database. Investing in improving the valid email rate not only maximizes the performance of surveys but also strengthens the guest relationship and boosts the hotel’s online reputation.
