That's a common theme in server training. The operational partners are encouraging their staff to be engaging with the guest and bring them whatever they need to make their visit most enjoyable.
If you have a good friend who visits your home and you want to be a good host, you make sure their beverage is always full, you provide them options for snacks and check-in to make sure they are enjoying their visit.
So the question is, when you send your friend an email to invite them over for this visit, is it in the style of a graphic newsletter, or is it a friendly personalized email?
Why would it be essential to engage with your guest when they visit but then send them impersonal emails and just a bunch of noise?