B+B Collection Newsletters

Rationale

Newsletters prove to be a highly effective digital marketing strategy that convert prospects into customers, and turns one-time buyers into raving fans. Email marketing is one of the most direct and effective ways of connecting with your leads, nurturing them and boosting customer loyalty. 

You can use newsletters to inform your contacts, drive sales, and build a community around your brand by sending monthly updates and insights. The real key to creating an effective newsletter is to move away from one-size-fits-all mass mailings and instead focus on consent, segmentation and personalisation. 

Goal

Our goal was to create a tailored newsletter template for our client – B+B Collection – for each of their hotels in London, York and Edinburgh. We wanted our design to reflect the brand’s identity whilst keeping their subscribers engaged and informed about their latest news and updates. Besides our social media activity for their accounts which allow us to raise awareness, we felt that an additional channel, in order to reach a wider audience and focus on segmentation and personalisation, was beneficial.

Strategy

Our strategy behind creating custom newsletters for our client’s multiple properties involves sending monthly updates to their subscribers containing information such as special offers, places to visit nearby each property, team features, guest reviews and any updates/promotions. Through creating these newsletters and sharing them monthly to their audience, we are managing to drive people to the relevant sources of information (website pages) by using Call-to-Action buttons. This strategy delivers brand awareness, informs, creates a sense of community and increases sales.

Results

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Newsletter Benefits

Brand Awareness

One of the most effective tools of email marketing is that it lets the brand reach someone directly. It is one-to-one communication at its best. Entering into someone’s email inbox will help your brand stay current in the minds of subscribers. 

Customer Loyalty

Newsletters drive customer loyalty at every stage of the buyer journey: lead-nurturing, conversion, onboarding and retention. It is a truly powerful way to build a community. 

Conversions 

Whether you are launching an offer or promotion, you can send your subscribers an email to drive sales. The real key is to provide personalised coupons or special offers for subscribers such as “spring staycation offer”.