StaySouthWest Recruitment

HTML email used for the opening campaign to sign up business partners for the StaySouthWest web site launch. Used Brightspark's Broadcast Email Marketing System to create, profile, send, track and measure the success of the campaign.

Fully-compliant with data protection act and current opt-in guidelines to avoid any possibility of spamming, the system enables rapid testing and targeting of recipients and facilitates bounce handling and cleaning of lists to build highly valuable, segmented and responsive lists.

Open rate for this mailing, executed through Brightspark's in-house system was 22%. Earlier test mailings based on well-known targeted recipients averaged nearer 30%. Subsequent clickthrough rate on the main campaign was 33% with a high propensity to purchase.

StaySouthWest Reminder

HTML email used as a reminder to non-respondents for the opening campaign for the StaySouthWest web site launch. There was also a final reminder sent on the deadline day.

Open rate for these subsequent mailings, executed through Brightspark's in-house system were remarkably also 22%. Subsequent clickthrough rates on the follow-up campaigns were both 21% with the second of these giving a higher propensity to purchase - highlighting the importance of follow-ups in driving additional income from a campaign.

Gran Hotel La Florida - Added Value

Multi-language HTML email campaign selling a value added offer for suites and design rooms. Based on a series of segmented lists collected through various sources.

Open rate for this mailing, executed through La Florida's standalone Broadcast system integrated with the hotel's web site ranged from a little below 20% for some lists to over 50% from those collected through the web site's opt-in system, reflecting the high engagement with these customers. Site visitor numbers implied clickthroughs in excess of 50%.

This campaign clearly demonstrates the value in generating good, segmented opt-in lists through your web site as a vehicle for building web traffic and sales conversion.

Gran Hotel La Florida - Aspirational

Multi-language HTML email campaign selling a higher-priced offer aimed at affluent FIT markets in Europe and US. Based on segmented lists generated by the hotel.

Open rate for this mailing, executed through La Florida's standalone Broadcast system integrated with the hotel's web site seemed low in comparison to lists collected through the web site, yet the campaign generated very high site visitor numbers and significant volumes of higher-spend bookings.

The lesson to be learnt is that whilst it is useful to monitor open rates and clickthroughs, sometimes more income can be generated from a clear segmentation strategy and appropriate offer.

Gran Hotel La Florida - Rate-based

Multi-language HTML email campaign selling a discounted offer for individual travel markets.

Open rates for this mailing, executed through La Florida's standalone Broadcast system integrated with the hotel's web site were not especially high, yet the campaign generated good clickthrough levels and high site visitation with low overlap with respondents to the aspirational campaign.

The lesson to be learnt is that a mix of offer types is the best way to reach different customers online, rather than simply putting the emphasis on, for instance, price discounting or added value. Understanding how this works for your audience is the key to growing your online marketing knowledge and generating full value from your mailing lists.

New Generation Learning - Eco-viral

Viral message calling for users to include a footer in their own email signatures aimed at reducing waste caused by the non-essential printing of emails.

This campaign is still awaiting full execution but limited testing has shown positive feedback so far.