Every automatic email your guests receive – like reservation confirmations, reminders, or cancellations – is a chance to generate additional revenue. In this article, we’ll show you how to integrate simple cross-selling elements directly into your email templates – legally compliant, measurable, and tailored to your guests.
Benefits of cross-selling in transactional emails
-
Leverages existing emails – no extra effort for additional campaigns
-
More personal and contextual than standard newsletters
-
Perfect for promoting menus, events, vouchers, upgrades, or add-ons
-
Easily trackable with campaign links (UTM tracking)
Examples of cross-selling content
| Occasion | Cross-selling idea |
|---|---|
| Reservation confirmation | Menu pre-order, candlelight dinner, wine pairing, Sunday brunch |
| Reminder (1–2 days before) | Highlight same-day specials, last-minute offer for friends |
| Cancellation | Voucher offer, “How about our afterwork event instead?” |
| Evening reservation confirmed | Suggest breakfast the next morning |
| Lunch reservation – during week | Promote afterwork cocktails |
Campaign links for performance tracking
Add unique campaign parameters (UTM tags) to your links so you can easily track in reportIn how many guests clicked on a specific offer – for example, from a confirmation email.
Example:
https://mytools.aleno.me/reservations/v2.0/reservations.html
?k=eyJrIjoid2l2dTVrM2lsNm15cnBiOWlwdzZ4bmViajhycnVkaWRpZ280b
GZwODBsbzlhNGlweTEiLCJyIjoia2lkaTlZcHFxcVBGUk1xdWEiLCJzIjoia
HR0cHM6Ly9teXRvb2xzLmFsZW5vLm1lLyJ9&utm_campaign=confirmationmail
We recommend using a unique utm_campaign name for each email template (e.g. confirmation-crosssell, reminder-upgrade, etc.) to keep results clearly separated.
📚 Want to learn more about widget links and advanced link parameters? Click here to dive deeper.
Legal considerations: transactional email vs. marketing
- Transactional emails (e.g. confirmations, reminders) may include relevant content – as long as it’s clearly related to the original transaction.
- Promotional content (e.g. general event advertising, voucher offers) must not dominate the message.
- Tip: Place the promotional part at the end of the email, separated visually (e.g. with a line or a short note like “Just a little tip from us”).
When in doubt, keep it subtle and relevant rather than overly promotional.
For purely marketing-focused content, continue using dedicated newsletters with proper consent.
Advanced options with merge tags & if-conditions
Use merge tags and if conditions to display your cross-selling content more dynamically and tailored to your guests.
Examples:
Show brunch offer only to guests with a dinner reservation:
{{#if ShiftName equal 'Dinner'}}
🌞 Our weekend tip: Treat yourself to our Sunday brunch!
{{/if}}
Show group offer only for reservations with 4+ people:
{{#if ReservationPeopleCount greater '4'}}
🥂 Special for groups of 4 or more: Enjoy a free aperitif on the house!
{{/if}}
Show exclusive offer only to VIP guests:
{{#if CustomerTags contains 'VIP'}}
🍷 Enjoy our secret wine selection – exclusively for our loyal guests!
{{/if}}
How to add cross-selling content to your template
-
Go to Settings > Email > Templates
-
Select the template you want to edit (e.g. "Reservation Confirmation")
-
Scroll to the bottom and add your cross-selling section
-
Use text, images, buttons, and optional conditions to tailor the message
-
Save & test ✅
For more details on email templates, check out this Knowledge Base article:
👉 Working with email templates in aleno
Tips for more success
-
Use clear and compelling calls to action (“Pre-order menu now”, “Reserve your table”)
-
Images create emotion – use event photos, menu highlights, etc.
-
Keep cross-selling content short and to the point
-
Test different versions and compare click-through rates to see what works best