Newsletters that already know your guests
Most dive operations run their newsletter in a separate tool: export a spreadsheet of email addresses, import it somewhere, hope the list is current, and hope harder that nobody on it ever unsubscribed. The people who know your guests best — your PMS — never hears about any of it.
As of this release, Gurita sends the newsletter itself. Open CRM → Campaigns, and everything the system already knows works for you: who stayed when, who dives, who books through which agency — and who asked you to stop writing.
Four steps, one checklist
A campaign is a short guided walk: Content, Recipients, Review, Send.
You write the mail in the same editor your mail templates use — merge fields greet each recipient by name, inline images travel with the mail, and a live inbox preview shows how your subject and preheader will actually look between all the other mail in someone's inbox. A test send delivers the campaign to your own address first, with real guest data in the merge fields.
The audience is where the PMS shows off. Reuse the segments you saved on the customer list, or build conditions on the spot — nationality, last stay, lifetime nights, dive certification, anything the customer filter can do. A live counter shows the reachable audience while you narrow it, and is honest about the difference: how many match your filters, minus those who unsubscribed, minus invalid addresses.
Before anything goes out, a checklist has to be green: sender account connected, test mail sent, audience not empty, everything saved. A domain check looks at your SPF, DKIM, and DMARC records and warns you if your mail is likely to land in spam — before you send, not after.
Sending like a good neighbour
Campaign mail shares its send window and daily rate with your booking mail, so a big campaign spreads over several days instead of firing five thousand mails at 3 a.m. — better for deliverability, and better for whoever answers the replies. Gurita tells you up front how long the send will take and when the last recipient gets the mail, and warns you if the content contains a deadline the tail end would miss.
Send now or schedule for later — either way you can watch the progress live: queued, sent, rejected, day by day. If the sender account fails mid-send, the campaign pauses itself instead of burning through your audience, and resumes where it stopped once the account is fixed. And a cancel button stops everything not yet delivered.
Consent, without the spreadsheet anxiety
Every customer and agency now carries a newsletter consent, visible as a chip on their profile: granted or revoked. Everyone starts as granted — and the moment someone clicks the unsubscribe link that every campaign automatically carries, they flip to revoked and are excluded from every future campaign, automatically, forever. The check runs again at send time, so even someone who unsubscribes after you scheduled a campaign never hears from it. Your team can also record a consent change by hand — one click on the chip, with source and date kept for the record.
Results you can trust
When the send is done, the results page shows delivered, opens, clicks, unsubscribes, and every clicked link with its share — which offer actually worked. We're honest about the numbers too: Apple Mail inflates open rates by preloading mail, and Gurita says so right on the KPI instead of letting you celebrate a fantasy. Clicks are the reliable signal.
For the follow-up, one click creates a resend draft aimed at non-openers or non-clickers — linked to the original, with a polite reminder to give the numbers a few days to settle first.
The Campaigns module is available under Settings → Active Modules; the full walkthrough lives in the Newsletter campaigns documentation. As always: if you'd like a hand with your first campaign, just get in touch.