Max Irvine is the Systems Coordinator at Currumbin Wildlife Sanctuary in the Gold Coast of Queensland. Max oversees projects that help multiple teams get more done on a day-to-day basis, and many of these projects directly impact the guest experience. When the pandemic completely shifted the typical guest demographic from international tourists to local residents, an opportunity was realized to strengthen relationships with local visitors. Using email marketing as the vehicle to do so, Max and his team were able to both customize and automate the way that guests received communication prior to their arrival, or even prior to planning their visit, which led to increased visitation and memberships. Once onsite, guests experienced a more seamless arrival because the transactional elements were already taken care of, which also enabled the staff to focus more on the guest experience and less on selling. Timed ticketing and suggested arrival times has also led to better guest flow at Currumbin, and more accurate planning on the backend. In the post-visit component of the guest journey, this same email marketing initiative focused heavily on ascertaining guest feedback, which has led to changes and improvements at Currumbin that align specifically with what the audience desires.