Audience Targeting & Advanced Filters

Tier: Growth 🌱 | Business 💼
Time: 10 minutes to master
Prerequisites: Guests in database, created at least one campaign

Overview

Audience targeting allows you to send the right message to the right guests at the right time. Instead of blasting every guest with every email, you can segment your audience based on their booking history, property preferences, engagement level, and more. This increases open rates by 2-3x and conversions by 5-10x compared to untargeted campaigns.

Email Campaigns

Why Audience Targeting Matters

The Problem with Mass Emails

Sending to everyone:

Subject: Special Offer at Our Properties!
To: All 500 guests
Open Rate: 12%
Click Rate: 1.5%
Unsubscribes: 15 people
Result: Generic message, low engagement

The Power of Targeting

Sending to right audience:

Subject: Sarah, 20% off your next Beach House stay!
To: 50 past Beach House guests who haven't booked in 6+ months
Open Rate: 38%
Click Rate: 12%
Unsubscribes: 0
Result: 8 bookings from 50 emails!

⭐ 3x better open rate, 8x better click rate, 8 new bookings!

The 9 Audience Filter Types

GuestLoop provides 9 powerful filters to segment your audience:

1. All Guests 📋

What it does: Includes every guest in your database

Use when:

Making important announcements
Major policy changes
Required notifications
Very special offers

Example:

"Important: New Check-In Procedure"
"We're under new management - here's what's changing"

Pros: Maximum reach
Cons: Least targeted, lower engagement

2. Future Guests 🔮

What it does: Only guests with upcoming bookings (check-in date in the future)

Use when:

Sending pre-arrival information
Check-in reminders
Local event notifications
Weather updates
Pre-stay upsells

Example:

"Sarah, your Beach House stay is in 3 days!"
"Heads up: Local festival this weekend during your stay"
"Pre-book a kayak rental for 20% off"

Typical size: 5-15% of database

Best practices:

Send 2-3 days before arrival
Include helpful preparation tips
Offer add-ons or upgrades
Build excitement

3. Past Guests 🕐

What it does: Guests with no upcoming bookings (all stays are in the past)

Use when:

Win-back campaigns
Seasonal offers
"We miss you" messages
Referral program invites
Review requests

Example:

"We miss you at Mountain Cabin!"
"It's been 8 months since your last stay - come back with 15% off"
"Refer a friend and get $50 off your next booking"

Typical size: 80-90% of database

Best practices:

Offer incentive to return
Mention improvements since last visit
Create urgency (limited time)
Remind them why they loved it

4. Repeat Guests 🌟

What it does: Guests with 2 or more total stays

Use when:

VIP offers
Loyalty rewards
Early access to new properties
Exclusive discounts
Referral programs

Example:

"You're a VIP! Here's 25% off (2+ stay guests only)"
"As a loyal guest, you get first dibs on our new lake house"
"Thank you for being a repeat guest - exclusive offer inside"

Typical size: 15-30% of database

Best practices:

Make them feel special
Bigger discounts than first-timers
Exclusive perks
Show appreciation

5. First-Time Guests 🆕

What it does: Guests with only 1 stay

Use when:

Converting to repeat guests
Gathering feedback
Incentivizing second booking
Building loyalty early

Example:

"Thanks for your first stay! Here's 10% off your next visit"
"How was your stay? We'd love your feedback"
"Book again within 60 days and save"

Typical size: 70-85% of database

Best practices:

Strike while iron is hot (within 30 days of stay)
Ask for review
Offer modest discount
Make them feel welcomed

6. Property-Specific 🏠

What it does: Only guests who stayed at a specific property

Use when:

Property-specific updates
New amenities at that property
Local area events
Property maintenance notifications
Targeted offers for that location

Example:

"New hot tub at Beach House!" (only to Beach House guests)
"Downtown Loft now has EV charging" (only to Loft guests)
"Beach House booked solid for summer - grab fall dates now"

Typical size: Varies per property

Best practices:

Mention property by name in subject
Reference their specific experience
Highlight what's new since they stayed
Create property loyalty

7. Never Emailed ✉️

What it does: Guests who have never received a campaign from you

Use when:

First touchpoint after signup
Welcoming imported guests
Reactivating old database
Testing deliverability

Example:

"Welcome to our community!"
"Stay connected for exclusive offers"
"We're glad you're here - here's 10% off your next stay"

Typical size: 20-40% of database (decreases over time)

Best practices:

Warm introduction
Set expectations (how often you'll email)
Offer immediate value
Make great first impression

8. Not Emailed Recently 📅

What it does: Guests who haven't received a campaign in X days (you set the number)

Use when:

Avoiding email fatigue
Re-engaging inactive subscribers
Respecting frequency preferences
Testing different cadences

Example with 90 days:

Filter: Not emailed in last 90 days
Message: "Long time no see! Here's what's new..."

Typical size: Varies based on days parameter

Best practices:

Set daysSinceLastEmail parameter (30, 60, 90, 180)
Don't over-email engaged users
Win back dormant subscribers
Test different windows

9. Opted-In Only ✅

What it does: Only guests who explicitly opted into marketing

Use when:

Marketing promotions (REQUIRED by law)
Newsletters
Special offers
Non-transactional emails

Example:

"Summer sale for our email subscribers!"
"Exclusive discount - thank you for subscribing"

Typical size: 40-70% of database

Legal requirement:

✅ MUST use for marketing emails
✅ Required by CAN-SPAM Act (US)
✅ Required by GDPR (EU)
❌ Don't email opted-out users

Combining Multiple Filters

The Real Power: Filter Combinations

You can combine filters to create highly targeted segments:

Example 1: Win-Back VIPs

Filters:

Past Guests (no upcoming bookings)
Repeat Guests (2+ stays)
Property-Specific (Beach House)
Not Emailed Recently (180 days)

Result: VIP guests who love Beach House but haven't booked or been emailed in 6 months

Campaign:

Subject: We miss you at Beach House, Sarah!
Message: "You're one of our favorite guests...
As a VIP, here's an exclusive 30% discount..."

Expected Results:

Open rate: 45-50%
Booking conversion: 15-20%
Very high engagement

Example 2: First-Timer Follow-Up

Filters:

First-Time Guests (only 1 stay)
Past Guests (checkout in last 30 days)
Opted-In Only (marketing compliant)
Never Emailed (clean slate)

Result: New guests who just left, ready for follow-up

Campaign:

Subject: Thanks for choosing us, John!
Message: "Hope you had an amazing stay!
Book again within 60 days and save 15%..."

Expected Results:

Open rate: 35-40%
Review submission: 20-30%
Repeat booking: 8-12%

Example 3: Pre-Arrival Upsell

Filters:

Future Guests (upcoming bookings)
Property-Specific (Mountain Cabin)
Check-in date: Next 7 days

Result: Guests arriving soon at Mountain Cabin

Campaign:

Subject: Your Mountain Cabin arrival is this week!
Message: "Getting excited? 
Pre-book firewood delivery: $30
Hot tub temperature preference: Let us know
Late checkout available: $40"

Expected Results:

Open rate: 60-70% (high urgency)
Upsell conversion: 25-35%
Better arrival experience

How to Apply Filters

In Campaign Creation

Step 1: Create or Edit Campaign

Go to Campaigns page
Click "Create Campaign" OR edit existing
Fill in subject, body, etc.

Step 2: Choose Audience

Scroll to "Target Audience" section
See filter checkboxes:
- ☐ All Guests
- ☐ Future Guests
- ☐ Past Guests
- ☐ Repeat Guests
- ☐ First-Time Guests
- ☐ Property-Specific
- ☐ Never Emailed
- ☐ Not Emailed Recently
- ☐ Opted-In Only

Step 3: Select Filters

Click checkboxes for desired filters
Multiple selections = AND logic (must match all)
Recipient count updates in real-time

Step 4: Set Parameters (if applicable)

Property-Specific: Select property from dropdown
Not Emailed Recently: Enter days (e.g., 90)
Future Guests: Optionally set date range

Step 5: Preview Audience

Click "Preview Audience" button
See exact recipient list
Verify expected guests are included
Check total count makes sense

Step 6: Send Campaign

If audience looks good, click "Send Campaign"
Or schedule for later
Filters apply at send time (dynamic)

Audience Preview Tool

Before Sending: Always Preview!

Why preview:

✅ Verify filter logic is correct
✅ Check recipient count is expected
✅ Ensure no surprises
✅ Spot check specific guests

How to preview:

Set your filters in campaign
Click "Preview Audience" button
Preview window opens showing:
- Total recipient count
- List of first 25 recipients
- Breakdown by property
- Opt-in status summary
Review the list:
- Do these guests make sense?
- Is the count too high/low?
- Any unexpected inclusions?
Adjust filters if needed and preview again

Pro tip: Send a test campaign to yourself first, then to full audience.

Filter Logic: AND vs. OR

How Multiple Filters Work

GuestLoop uses AND logic:

If you select:

☑️ Past Guests
☑️ Repeat Guests
☑️ Property-Specific (Beach House)

Result: Guests who match ALL three:

Past guests AND
Repeat guests AND
Stayed at Beach House

NOT: Past guests OR Repeat guests OR Beach House guests

Creating OR Logic (Workaround)

To send to multiple segments, create separate campaigns:

Campaign 1: Past guests at Beach House
Campaign 2: Past guests at Mountain Cabin
Result: Combined audience via multiple sends

Common Audience Segments

The "Win-Back" Campaign

Filters:

Past Guests
Not Emailed Recently (180+ days)
Opted-In Only

Goal: Re-engage dormant guests

Offer: 20-25% discount, time-limited

Expected Results: 8-15% booking rate

The "VIP Loyalty" Campaign

Filters:

Repeat Guests (2+)
Opted-In Only

Goal: Reward loyal guests

Offer: Exclusive perks, early access, bigger discounts

Expected Results: 35-45% open rate, high engagement

The "First-Timer Follow-Up"

Filters:

First-Time Guests
Past Guests (within 30 days)
Never Emailed

Goal: Convert to repeat guest

Offer: 10-15% off next stay

Expected Results: 25-35% open rate, 5-10% booking

The "Pre-Arrival Info"

Filters:

Future Guests
Check-in: Next 3-7 days

Goal: Prepare guests, reduce questions

Offer: Helpful info, maybe upsell

Expected Results: 60-70% open rate

The "Property-Specific Offer"

Filters:

Past Guests
Property-Specific (select one)
Not Emailed Recently (90+ days)

Goal: Fill specific property

Offer: Property-specific discount

Expected Results: Higher relevance = better conversion

Best Practices

1. Start Broad, Then Narrow

Strategy:

First campaign: Broader audience (test message)
Analyze results
Second campaign: Narrower audience (optimize)
Repeat

Example:

Send to "Past Guests" (500 people)
See 18% open rate
Next time: "Past Guests + Repeat Guests" (150 people)
See 32% open rate (better targeting!)

2. Respect Opt-Outs

Always include:

✅ Opted-In Only filter for marketing emails
✅ Unsubscribe link in every email (automatic)
✅ Honor unsubscribes immediately

Legal compliance:

CAN-SPAM Act (US)
GDPR (Europe)
CASL (Canada)

3. Don't Over-Email

Recommended frequency:

Transactional emails: As needed (confirmations, etc.)
Marketing emails: 1-2 per month maximum
Special occasions: Seasonal offers, major updates

Use "Not Emailed Recently" filter to avoid fatigue

4. Test Your Segments

A/B test segments:

Campaign A: First-time guests (500 people)
Campaign B: Repeat guests (200 people)
Compare: Open rate, click rate, conversions
Learn: Which segment responds better?

5. Personalize Within Segments

Even with targeting, personalize:

Use {guest_name} variable
Reference their property: {property_name}
Mention their stays: {total_stays}
Make it feel 1-to-1

Measuring Segment Performance

Key Metrics by Segment

Track for each audience segment:

Open Rate:

All Guests: 12-20%
Targeted: 30-45%
Goal: 2-3x better with targeting

Click-Through Rate:

All Guests: 1-3%
Targeted: 8-15%
Goal: 5-8x better

Conversion Rate:

All Guests: 0.5-1%
Targeted: 3-8%
Goal: 5-10x better

Unsubscribe Rate:

All Guests: 1-3%
Targeted: 0.1-0.5%
Goal: 5-10x fewer unsubscribes

Advanced: Dynamic Segmentation (Pro)

Pro Feature: Auto-Updating Segments

Pro tier unlocks:

Saved segments
Auto-refresh based on criteria
Scheduled campaigns to segments
Advanced logic (OR, NOT, CONTAINS)

Example:

Segment Name: "VIP Win-Back"
Criteria: 
  - Repeat Guests (3+)
  - Last stay > 12 months ago
  - Never unsubscribed

Auto-Schedule:
  - Every 90 days
  - Send "We Miss You VIP" campaign

See: Advanced Segmentation (Pro)

Troubleshooting

Problem: Recipient Count is Zero

Causes:

Filters too restrictive
No guests match ALL criteria
All matching guests opted out

Solutions:

Preview audience to verify
Remove one filter at a time
Check opt-in status
Verify guest data exists

Problem: Wrong Guests Receiving Campaign

Causes:

Filters not applied correctly
Didn't preview before sending
Filter logic misunderstood

Solutions:

ALWAYS preview before sending
Test send to yourself first
Review filter combinations
Check guest records for accuracy

Problem: Can't Find Specific Filter

Causes:

Looking for filter that doesn't exist
Tier limitation (some filters Pro only)

Solutions:

Check available filters list
Combine existing filters creatively
Upgrade to Pro for advanced filters
Request feature from support

What's Next?

After mastering audience targeting:

✅ Sending Campaigns - Launch your targeted campaigns
✅ Email Performance Tracking - Measure segment results
✅ Guest Segmentation - CRM-level filtering
✅ Template Variables - Personalize within segments

Frequently Asked Questions

Q: Can I save my filter combinations for reuse?

A: Not on Starter plan. Pro plan allows saved segments that auto-update.

Q: How often should I email each segment?

A: Max 1-2 times per month for marketing. Use "Not Emailed Recently" to manage frequency.

Q: What if a guest matches multiple campaigns?

A: They'll receive both unless you use "Not Emailed Recently" filter to prevent overlaps.

Q: Can I exclude specific guests from a campaign?

A: Not directly. Best workaround: Create separate campaigns with different filters.

Q: Do filters apply at send time or schedule time?

A: Send time! So scheduled campaigns use current data when they send.

Q: Can I see which segment a guest belongs to?

A: Not explicitly shown. But you can preview segments to check if specific guest is included.

Need Help?

Video Tutorial: Watch: Audience Targeting Masterclass
Support: support@guestloop.com
Segment Ideas: Download targeting playbook at /resources
Community: Share your best-performing segments in the forum!

Right message + Right audience + Right time = Amazing results! 🎯📧✨

Audience Targeting & Advanced Filters

Audience Targeting & Advanced Filters

Overview

Why Audience Targeting Matters

The Problem with Mass Emails

The Power of Targeting

The 9 Audience Filter Types

1. All Guests 📋

2. Future Guests 🔮

3. Past Guests 🕐

4. Repeat Guests 🌟

5. First-Time Guests 🆕

6. Property-Specific 🏠

7. Never Emailed ✉️

8. Not Emailed Recently 📅

9. Opted-In Only ✅

Combining Multiple Filters

The Real Power: Filter Combinations

Example 1: Win-Back VIPs

Example 2: First-Timer Follow-Up

Example 3: Pre-Arrival Upsell

How to Apply Filters

In Campaign Creation

Audience Preview Tool

Before Sending: Always Preview!

Filter Logic: AND vs. OR

How Multiple Filters Work

Creating OR Logic (Workaround)

Common Audience Segments

The "Win-Back" Campaign

The "VIP Loyalty" Campaign

The "First-Timer Follow-Up"

The "Pre-Arrival Info"

The "Property-Specific Offer"

Best Practices

1. Start Broad, Then Narrow

2. Respect Opt-Outs

3. Don't Over-Email

4. Test Your Segments

5. Personalize Within Segments

Measuring Segment Performance

Key Metrics by Segment

Advanced: Dynamic Segmentation (Pro)

Pro Feature: Auto-Updating Segments

Troubleshooting

Problem: Recipient Count is Zero

Problem: Wrong Guests Receiving Campaign

Problem: Can't Find Specific Filter

What's Next?

Frequently Asked Questions

Q: Can I save my filter combinations for reuse?

Q: How often should I email each segment?

Q: What if a guest matches multiple campaigns?

Q: Can I exclude specific guests from a campaign?

Q: Do filters apply at send time or schedule time?

Q: Can I see which segment a guest belongs to?

Need Help?

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