Email Campaign for Waters Concierge
PROJECT
In an in-house role for Waters Concierge, I was assigned the task of creating a comprehensive email campaign targeted at luxury travellers in the UK. The email campaign's objective was to generate leads and re-establish connections with past clients during the holiday season.
The overarching goal was to devise a campaign plan and produce, iterate, and refine it over a three-month period. The aim was to boost engagement and ultimately drive more leads to the business.
"We strive to deliver experiences that transcend the ordinary..."
TARGET AUDIENCE SEGMENTATION
The email campaign targeted both past clients and new prospects from our client database. Past clients, who had previously engaged but not made a purchase, were encouraged to reconnect and consider purchasing again. For new clients, the goal was to reintroduce our company and its offerings, fostering awareness and interest in our products or services.
STRATEGY
Highlighting the benefits of using a travel agent was crucial for new clients, as many are unaware of the advantages. While most prefer booking directly with hotels or platforms like Airbnb and Booking.com for perceived flexibility, the reality often differs.
Third-party platforms may limit travel options, whereas agents offer greater control and access to exclusive prices.
By leveraging established relationships with hotels and airlines, agents provide flexibility in bookings, layovers, and room options not available online.
Past clients were presented with a discount to one of our most popular luxury destinations.
CONTENT DESIGN AND LAYOUT
We optimized the use of white space to improve visual hierarchy and guide the recipient's focus towards key elements, such as headlines and CTAs. By adhering to these design principles and considerations, we created an email layout that was not only visually appealing but also optimized for readability and engagement, particularly on mobile devices.
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"...travel is more than just a vacation; it's a chance to immerse yourself in the extraordinary..."
RESULTS & IMPROVEMENT
During the campaign, we closely monitored several key metrics to gauge performance. Our open rates averaged around 25%, indicating strong initial engagement. However, click-through rates were lower than anticipated, hovering around 5%.
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To improve engagement, we conducted A/B testing on subject lines and CTAs. By refining subject lines to be more personalized and compelling, we saw a noticeable increase in open rates by 10%. Additionally, optimizing CTAs for clarity and relevance resulted in a 15% boost in click-through rates.
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