How Feversham Arms Hotel & Verbena Spa achieved a 3,045% ROI with a 4 emails campaign
The Feversham Arms Hotel & Verbena Spa is a charming countryside retreat, located in the picturesque town of Helmsley.
Since 2014, The Feversham Arms Hotel & Verbena Spa has used For-Sight’s CRM & Marketing platform to enhance their marketing and help create exceptional digital guest experiences.
For-Sight’s CRM & Marketing platform has all the tools you need to understand your guest’s behaviour, run advanced analytics and connect with your guest through multiple direct marketing channels. In this case study we look at what our advanced Email Marketing features can help achieve in terms of ROI, the benefits of using segmentation and how The Feversham Arms Hotel & Verbena Spa has used these tools to run a successful Voucher Email Marketing Campaign.
The intended outcomes
The Feversham Arms Hotel & Verbena Spa aligned this campaign with their broader marketing strategy to achieve the following objectives:
- Generating revenue
- Building guest loyalty
- Rewarding engaged guests
- Expectation of additional upsell and revenue from guests using the vouchers
What is the new angle of this campaign?
The Feversham Arms Hotel & Verbena Spa has previously used voucher campaigns to great success, including as part of annual Black Friday campaigns.
Tapping into the novelty of the Platinum Jubilee, The Feversham Arms Hotel & Verbena Spa was able to create an engaging theme for their campaign, while driving urgency to act.
Plan of action
The structure – strategy
Planning of the email marketing campaign following the structure of 4 email sends. This structure has been previously implemented with excellent results by the For-Sight Managed Service Team for similar campaigns.
✉ Email #1 – Teaser Email
Receivers: full database
- create excitement and encourage contacts to engage and join an exclusive ‘early access’ list. Giving the guest the opportunity to feel special.
- Generate revenue.
✉ Email #2 – Early Access
Receivers: early access subscribers
- Reward early engagement.
- Increase chance to generate immediate revenue from guests who have expressed interest.
✉ Email #3 – Sale Live
Receivers: full database
- Generate revenue from the sale of vouchers
- Give early access subscribers an additional opportunity to purchase.
- Create urgency – driven by a visual countdown.
✉ Email #4 – Last Chance
Receivers: full database
- Create urgency.
- Maximise revenue opportunity before the end of the sale.
The set-up – execution
Using For-Sight’s CRM and Marketing platform, The Feversham Arms Hotel & Verbena Spa were able to:
- Design content-rich, on brand, e-mails using our easy-to-use email template editor.
- Schedule the entire sequence of campaign emails over the sales period.
Use segmentation tools to create an ‘Early Access’ audience that have expressed interest and are more likely to purchase.
What were their results?
The results of this campaign were fantastic.
Engagement with the email marketing campaign skyrocketed above the industry average for the open rates (industry average: 20.2%*) and click rate (1.4%*):
Email #1, the teaser: 37.9% open rate and 11% click-through rate.
Email #2, early access: 73% open rate and 49% click-through rate.
Email #3, sales live: 35% open rate and 8% click-through rate
Email #4, last chance: 34% open rate and 4% click-through rate
With over 49% click-through rate the Early Access Sale email has performed 35 times more than the industry average.
What’s the key takeaway?
By creating a segment based on engagement with the initial email, The Feversham Arms Hotel & Verbena Spa has designed a highly targeted campaign with this email and reached guests that have engaged and purchased.
Every single email of the 4 sent by The Feversham Arms Hotel & Verbena Spa as part of this campaign generated direct revenue.
When factoring in the 4 emails of the campaign executed using For-Sight, the ROI for revenue generated solely by email for this campaign, running from 12 May to 6 June 2022 was 3,045%, so for every £1 The Feversham Arms Hotel & Verbena Spa invested in For-Sight, they gained £30 in return.
The email that generated the most revenue was the Early access (#2) email: 40% of the total revenue generated was through this step of the campaign, outlining the benefit of creating and marketing directly to engaged segments.
Breakdown of the revenue generated by each email:
*According to Campaign Monitor’s Ultimate Email Marketing Benchmarks for 2022: https:/www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
Successful campaign, rewarding engagement
This campaign achieved great engagement and revenue delivering a significant return on investment.
Rewarding engagement through strategic segmentation helps to strengthen the relationship between your guests and your brand, building brand loyalty.
The Feversham Arms Hotel & Verbena Spa’s approach to this campaign, segmenting and targeting engaged contacts, showcases the benefits of using technology, such as For-Sight, to execute targeted marketing strategies.
Contact us for a demo and see how we can help you can take your marketing to the next level.