Targeted email messaging delivers 2500% ROI for Travel and Leisure brand
January 2017 | Chasing the January blues was the perfect occasion for The Daffodil to send their clean and concise email campaign. It worked wonders, attracting over 248 conversions.
Brand: The Daffodil Hotel & Spa
Agency: Fat Media
Fat Media is a multi award-winning website design and digital marketing company, recognised as the ‘go to’ company for high-end website design, development and tactical digital marketing campaigns.
Designed and developed by: Laura Wolstenholme
Subject line: Book now for 2017 | rooms from £107
Clicks of opens: 29%
What data was used?
Daffodil’s main subscriber list.
- Promote special accommodation offers in line with the post-Christmas sales period
What makes this a performing campaign?
When designing this campaign, The Daffodil focused on consumers looking for special offers after Christmas. As the holiday blues kick in, many consumers think about booking a holiday to have something to look forward to, so this is the perfect time to introduce them to luxury travel and hospitality deals.
The Daffodil created a short campaign, with a clean design and clear call-to-action that would instantly appeal to the 81% of mobile email users. A large preference for mobile email clients also meant that displaying images would not be an issue so they could be used to illustrate the stylish and luxurious atmosphere of the Daffodil Hotel & Spa. As well as enticing the recipient with imagery, The Daffodil included the titles ‘Early bird’, ‘Book January’ and ‘Book February’ to create a sense of urgency.
With the special deal included in the subject line, fear of missing out convinced 26% of subscribers to open the email. The urgency, timing and clean design pushed 29% of those who opened to click through and find out more about the deals. The Heatmap Report in MessageFocus showed 30% of those liked the early bird offer, followed by ‘Offers’ link at the bottom with 16% of clicks.
Example email campaign
“We sent out our Twixmas email campaign with the aim of gaining increased interaction from our database during the leisure time between Christmas and New Year. We know that customers are hugely price-led during this time and we designed our artwork with this in mind. We feel our multi-device email template really delivers our brand message effectively as well as providing the recipients with a seamless user experience.”
– Laura Wolstenholme, Head of Marketing & Sales
How did this impact the bottom line? With 6 direct bookings and 248 assisted conversions, this campaign brought a 2500% ROI to Daffodil.
“Opening an email from The Daffodil does whisk you away for a moment and that’s no mean feat! With such an evocative brand it’s essential their values resonate across all platforms and that’s something we’re delighted to help them achieve through the multi-device template. The results speak for themselves and I’m certain they will continue this momentum into the new year.”
– Ross Carroll, Fat Media, Senior Email Marketing Manager
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