Travel Brand Case Study - Email Campaigns
The Brief
A travel brand needed more than one type of email: tour leader spotlights, trip deep dives, webinar launches, and regular newsletters, all built and managed consistently in Mailchimp.
The Process
Tour leader spotlights meant finding the actual story behind a person, not just their job title, and building an email around that. Deep dives meant slowing down and giving a specific tour or destination the space to actually be interesting, rather than compressing it into a generic promotional blast. Webinar launches needed their own rhythm entirely, building anticipation beforehand, then following up properly afterwards, since a webinar that ends and gets no follow-up email is a wasted opportunity. And newsletters needed to hold all of it together, a consistent, recognisable voice that didn't reset every time the topic changed.
The Outcome
A full, varied email program that still reads as one brand no matter which type of email lands in someone's inbox, built and managed, from first draft through to send. Open rates have increased, with click-throughs improving alongside them.