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

Goals:

1. create excitement and encourage contacts to engage and join an exclusive ‘early access’ list. Giving the guest the opportunity to feel special.
2. Generate revenue.

See the email

✉ Email #2 – Early Access

Receivers: early access subscribers

Goals:

1. Reward early engagement.
2. Increase the chance to generate immediate revenue from guests who have expressed interest.

See the email

✉ Email #3 – Sale Live

Receivers: full database

Goals:

1. Generate revenue from the sale of vouchers
2. Give early access subscribers an additional opportunity to purchase.
3. Create urgency – driven by a visual countdown.

See the email

✉ Email #4 – Last Chance

Receivers: full database

Goals:

1. Create urgency.
2. Maximise revenue opportunity before the end of the sale.

See the email

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 has expressed interest and is more likely to purchase.

What were their results?

The results of this campaign were fantastic.

Marketing Engagement

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 an 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 who have engaged and purchased.

Revenue generated

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 take your marketing to the next level.