Your Most Valuable Guests Are the Ones Who Come Back
Getting new guests through the door is great — but keeping them coming back is where the real profit lies.
Email marketing automation is one of the most powerful (and often overlooked) tools for building long-term loyalty in leisure and hospitality businesses.
Whether you run a Laser Quest, soft play, trampoline park, or family entertainment centre, your email database is full of people who already love what you do. The goal is to remind them why they should visit again — without having to manually send a single message.
In this guide, we’ll show you how to use smart email automation to create meaningful guest connections that drive repeat bookings, referrals, and long-term loyalty.
📬 Why Email Automation Works for Leisure Venues
Unlike social media, where algorithms decide who sees your content, email gives you a direct line to your guests. Automation takes that connection a step further — sending the right message to the right person at exactly the right time.
Key Benefits
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Consistency: Every guest receives the same high-quality communication automatically.
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Personalisation: Tailor messages based on booking type, visit history, or location.
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Efficiency: Once set up, your system runs on autopilot, saving hours of manual work.
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Revenue: Automated follow-ups and upsells consistently boost repeat visits and spend per guest.
💬 Pro Tip: Think of email automation as a digital version of your best staff member — one that never forgets to check in, thank customers, or make an offer.
🎯 Start With Your Audience Segments
Before you write a single email, you need to know who you’re talking to. Your audience isn’t one big group — it’s made up of segments.
Useful Segments for Leisure Operators
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Birthday bookers – families who have celebrated parties with you.
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First-time visitors – guests who booked once but haven’t returned.
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Frequent players – regulars who love your venue and could become members.
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Corporate clients – groups who’ve booked team-building or events.
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Lapsed guests – people who haven’t booked in six months or more.
Each segment has different motivations. Tailoring your messages to these groups makes your emails feel personal, relevant, and useful.
💡 Crafting Smart Automated Sequences
Once you’ve grouped your audience, you can start designing automated email sequences that run in the background.
Here are a few that every leisure venue should consider:
Welcome Sequence
Triggered when someone signs up for your mailing list or books for the first time.
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Email 1: Thank them for visiting or signing up. Include a simple offer like “£5 off your next game.”
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Email 2: Share your best experiences — Laser Quest, VR, birthday parties, or events.
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Email 3: Encourage social media follows and reviews.
Post-Visit Follow-Up
Triggered after a visit or booking.
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Ask for feedback and a Google review.
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Offer a return discount or “Bring a Friend” deal.
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Suggest an upsell, such as booking a party or trying another attraction.
Birthday Reminder Sequence
Triggered one month before a guest’s or child’s birthday (if collected at sign-up).
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Include fun, personalised subject lines like “It’s almost party time — have you planned your birthday mission yet?”
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Offer special birthday packages or exclusive early booking discounts.
Loyalty & Retention Sequence
Triggered for regular players or members.
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Celebrate milestones (e.g. “Your 10th game!”).
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Offer rewards or free upgrades.
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Invite them to exclusive events.
Reactivation Sequence
Triggered when someone hasn’t visited for a while.
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Friendly reminder email: “We miss you! Here’s 20% off your next visit.”
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Highlight what’s new — new attractions, menu items, or seasonal events.
💬 Pro Tip: Most booking systems (like Booksy, Bookeo, or Roller) can integrate with email platforms like Mailchimp, ActiveCampaign, or HubSpot, making automation setup straightforward.
✍️ Writing Emails That Feel Personal
Automation doesn’t have to feel robotic. The key is to make your emails sound like they’re written by a real person — warm, conversational, and authentic.
Tips for Better Email Copy
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Use the guest’s first name where possible.
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Write in your brand’s voice — upbeat, friendly, and fun.
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Keep paragraphs short and scannable.
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Add photos or GIFs that capture your venue’s energy.
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End with a clear call to action (e.g., “Book your next mission now!”).
💬 Pro Tip: If you’re stuck, imagine you’re writing to a regular customer who loves your venue — how would you invite them back?
🧩 Automating for Referrals and Reviews
Email automation isn’t just about getting guests back — it’s also perfect for generating new business through referrals and reviews.
Referral Campaign Example
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Send a thank-you email after a booking with the message:
“Loved your visit? Share the fun! Give your friends £5 off their first booking and get £5 credit for yourself.” -
Include an easy share link or unique referral code.
Review Campaign Example
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A few days after their visit, automatically send a review request email.
“Thanks for playing! We’d love your feedback — it only takes 30 seconds.” -
Include links to Google, Facebook, or Tripadvisor.
💬 Pro Tip: Positive reviews not only build social proof but also improve your local SEO and help future guests discover you faster.
📈 Measuring Success
You can’t improve what you don’t measure. Track your results to see which campaigns deliver the most engagement and repeat bookings.
Key Metrics
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Open rate: How many people opened your emails.
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Click-through rate (CTR): How many clicked your booking links.
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Conversion rate: How many completed a booking or purchase.
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Unsubscribe rate: If it’s high, adjust your tone or frequency.
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Revenue generated: Most email platforms let you track how much income came directly from each campaign.
💬 Tip: Aim for open rates above 30% and CTRs above 5%. Anything lower might mean your subject lines or offers need a refresh.
🚀 Combining Email with Other Channels
Automation works best when integrated with your other marketing channels.
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Social Media: Share snippets from your newsletters on Facebook or Instagram stories.
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Google Ads: Use remarketing campaigns to reach your email subscribers who didn’t complete a booking.
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SMS Reminders: Send quick nudges for special events or expiring offers.
💬 Pro Tip: Consistency is key. Guests should recognise your brand instantly whether they see you in their inbox, on Instagram, or in a Google ad.
Conclusion: Turn Guests into Regulars with Smart Automation
Every guest who’s booked once has the potential to become a lifelong customer — if you stay connected.
Email marketing automation is your 24/7 relationship-builder. It keeps guests engaged, reminds them why they love your venue, and gently encourages them to return again and again.
By combining smart segmentation, personal messaging, and simple offers, you can create powerful automated campaigns that build loyalty, boost revenue, and make your brand unforgettable.
At LeisureBoost, we help UK leisure venues craft data-driven marketing strategies that automate engagement and drive real-world results — so you can focus on what you do best: creating incredible guest experiences.
