Luxury Lodges Achieves Average CTR of 13% for Email Campaigns

Thursday 31st May 2018

 

Luxury Lodges is a collection of UK resorts that offer luxurious, self-catering accommodation in beautiful surroundings. With locations in the Lake District, Cornwall, Ayrshire, and South Wales, their resorts are perfect for a family break or relaxing retreat.

Journey were tasked with managing the organisation’s digital marketing strategy through the Navigate programme. The goal was to drive direct bookings through the Luxury Lodges website, reduce reliance on online travel agents (OTAs), and help the resorts spread awareness of their new identity following a rebrand.

Aims

As part of the Navigate programme, Journey established a new email communications strategy. The aim was to maintain sustained contact with past and future guests, communicate the new Luxury Lodges brand, and keep subscribers up to date with all the latest news, offers, and promotions.

Strategy

To ensure the email campaigns were targeting new and returning guests, Journey captured user data from various sources. This included running specific offers to encourage newsletter sign ups, capturing guest data through the booking engine, and running competitions on social media.

We also developed engaging content to encourage subscribers to open the emails and click-through to the website or booking engine.

Personalisation

After running a ‘Win a short break’ competition with the aim to increase social media followers, we sent a timely follow up email to all entrants who didn’t win offering them £200 off their next booking.

By incorporating personalisation within the email content and addressing the user directly with language such as ‘You’re still a winner’ and ‘We’re sorry you didn’t win, but we have an exclusive offer just for you’, the email achieved an open rate of 53% and click-through rate of 18%.

We also captured the data of 4,347 new subscribers for the Luxury Lodges database, who we could target with future offers and promotions.

Minimum pricing

To help drive bookings, we also incorporated minimum pricing into the email content. Our research has shown that monetary offers perform better than percentage discounts, and so when Luxury Lodges were offering up to 20% off breaks in their spring sale, we decided to promote the minimum price per person per night for each resort.

By including content such as ‘Experience the beauty and tranquility of the Lake District with a luxury hot tub break from just £XX per person per night’, we encouraged more than 16% of email recipients to click through to the booking engine.

Results

From December 2017 to April 2018, Luxury Lodges maintained consistently high open rates and click-through rates for their promotional emails and newsletters.

During this period, Luxury Lodges sent 22 emails, each of which was sent to c. 24,000 subscribers. The average open rate for all emails was 24%, while the average click-through rate was 13% – almost seven times greater than the industry average, which is currently around 2%.

Not only has the email strategy helped to increase guest engagement, it has played a vital role in consistently driving traffic to the Luxury Lodges website and booking engine.

“Since joining the Accelerate programme, we’ve developed a close working relationship with the team at Journey. Their expertise and in-depth understanding of our business has played a key role in driving more traffic to our website and increasing our revenue.

We’ve been delighted with the results so far and are excited to see what we can achieve as a business in the future.”

Sharon Kinsella, Luxury Lodges