Email Marketing
at @hotel
Client
Role
@hotel
Email Marketing | Design | Copywriting | Creative Strategy
As @hotel's Email Consultant, I designed, planned, and wrote weekly content for @hotel and its media branch, Tripscout. Alongside crafting engaging emails and responsive, streamlined templates, I contributed to an email program overhaul – read more below!
@hotel had an email problem.
As an innovative new online booking platform, @hotel had acquired millions of followers across an impressive portfolio of Instagram and TikTok accounts. Their daily viral content drew intrigued travelers to their website and added to a growing list of email subscribers. But the emails didn't reflect the vibrant, social-savvy brand subscribers expected.
In collaboration with a small team of scrappy marketers, we transformed @hotel’s email program, one template at a time.
We began by overhauling their weekly newsletter sends.
While packed with interesting content, the newsletters were long and text-heavy, causing most users to lose interest. We switched to a monthly newsletter and designed a fresh, clickable template that highlighted our most engaging content from the past month.
Next, we analyzed our old newsletters and identified the most engaging sections.
Based on click data, users were most interested in hotel deals and viral videos from social media. We made these into regular features with their own refreshed templates full of clickable content.
With these regular sends in place, we brainstormed ideas for one-off sends and campaigns.
Seasonal topics, listicle-style travel trips, product features, and brand stories filled the content calendar.
Once our content calendar was full, we focused on developing automated, targeted content from user data.
Searching for stays in Paris? We’ll send you suggestions for the cutest cafés. Planning a trip in July? Expect instagrammable summer vacation inspo.
Overall, these changes not only streamlined the content creation process and enhanced the brand's image, but also significantly improved click-through rates, conversion rates, and overall engagement for @hotel.