Recognizing the booking patterns common among resort guests, Sugarloaf combined automation, smart timing, and clever email copy to get lapsed guests to return to their resort.
Sugarloaf setup a recurring message that was sent each day to people whose last booking date was exactly one year in the past but didn’t have a current reservation. The email copy began:
“One year ago today, you made a reservation to visit Sugarloaf. Today is, well, um… your Reservation Booking Anniversary! Sure, there’s no ring or candle-lit dinner, but one year ago you had a reservation at Sugarloaf…Well, it’s not too late. We want to invite you back for another great trip.”
And ended with a signature line from “Your Friends at Sugarloaf Mountain.”
Despite being sent long after any transactions, these emails were still relevant enough to snag a 36% open rate and 12% click rate. More importantly, however, these emails generated consistent, incremental revenue for the resort.
On average, each message has created an additional $1.05 of lodging revenue (not counting any ancillary spend) automatically. Factor in the thousands of booking reminders that are sent each season and the results of this hands-off campaign speak for themselves.
REVENUE PER EMAIL
$1.05
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