Luxury Hotel Email Marketing Launch
Building an owned revenue channel from the ground up
The property lacked a structured, revenue-oriented email marketing program. Guest and prospect communication existed in fragments, without a clear strategy, cadence, or measurable connection to bookings. As a result, a valuable owned channel was underutilized, and demand generation relied too heavily on third-party platforms.
The Challenge
The goal was not simply to send emails, but to establish email as a disciplined, high-performing commercial channel—one that respected the brand, supported bookings, and delivered measurable revenue without overwhelming the audience.
Key constraints included:
No established email performance benchmarks
A mixed database requiring careful segmentation and hygiene
The need to protect brand tone and guest trust while driving conversion
Role
Strategic lead for email marketing launch and performance framework, overseeing positioning, structure, cadence, and measurement.
Judgment
Rather than prioritizing volume, the program was designed around clarity and restraint:
Defined the role of email within the broader commercial ecosystem
Established clear KPIs tied to bookings and revenue, not vanity metrics
Focused on relevance, timing, and message discipline
Built a measurement framework that connected engagement directly to conversion
Email was positioned as a high-intent, high-trust channel, not a promotional broadcast tool.
The Strategy
Built the foundational email infrastructure and reporting framework
Established audience segmentation and campaign types (transactional, editorial, conversion-driven)
Aligned messaging with booking behavior and seasonal demand
Implemented consistent performance tracking from send to revenue
Outcome
Within the initial launch period, the email program delivered measurable commercial impact:
51,000+ emails sent with strong deliverability
19,000+ unique opens and 3,000+ unique clicks
17.2% click-to-open rate, indicating high message relevance
16 direct bookings attributed to email
$56,600+ in revenue generated
Average daily rate of ~$1,000
Average length of stay: 3.4 nights
Bounce and unsubscribe rates remained controlled, reinforcing that growth did not come at the expense of list health or brand trust.
