Email Marketing Case Study

Established in 1985, Caradonna Adventures is a small travel wholesaler in Longwood, Florida, specializing in international scuba diving vacations. As the dive industry has continued to age, the company has needed to enhance their digital presence to maintain market share.

The Challenge

A co-op marketing program partner, Koro Sun Resort in Fiji, requested assistance with increasing room nights the following Spring. Given the long-term partnership, it was imperative for business relations to successfully convert.

The Strategic Approach

By examining prior marketing tactics during the campaign, we were able to pinpoint an affinity email database that has been actively seeking scuba vacations in Fiji. Using a special two-night free package an offer driven subject line was crafted; “Stay 7, Pay 5 at Koro Sun Resort & Rainforest Spa in Fiji”. With a goal in mind of converting at least two email openers to book, it was time to design the solution.

The Solution 

By incorporating brand elements from Koro Sun Resort, I developed a mobile-friendly email that was tailored towards a special package. The email design highlighted the resort's special features with a message and imagery that captured its beauty. Given the tactical strategic approach and an understanding of mobile-first design, the call-to-action needed to be clear and direct.

The Results

Utilizing industry standards as key performance indicators our email open rates outperformed by 3.2% with a slightly above average clickthrough rate of 2.19%. The email also generated over $16,000 worth of online booking revenue within two days of deployment.

The Takeaways

Email marketing is a powerful tool that allows you to hone in on your target audience by creating affinity segments that are more inclined to convert. It’s also important to create an optimized mobile-first design geared towards increasing conversions and establishing your performance metrics to ensure you stay on track.