For instance, if you’re a travel or hospitality company, your promotional email might: Highlight loyalty program status, points available, and redemption opportunities— and if the subscriber is not a member, point out that they’re not earning points for their activity. Include personalized recommendations based on past trips, recent browsing, and the travel behavior of other subscribers with similar interests that live in the area. Use dynamic content to include parking, dining, and shopping information about the subscriber’s preferred airport or the airport that they’re using next if currently on a trip. Use responsive design, which caters to frequent travelers. 5 BLUEPRINTS FOR BUILDING SMARTER EMAILS | 7