This email series was a fresh approach to Hornblower Cruises and Events [HCE] strategy. We used a streamlined approach: sharing segments and technologies for two verticals. By identifying segments in the vertical that matched core customer demographic information for Victory Cruise Lines [VCL], our team generated $1.2 million in revenue over 8 weeks.
To do this, we introduced, educated, inspired and sold across four emails. With branding set by Hornblower Experiences [HEX], content points provided by VCL, and storyboarding a collaborative effort between myself and a design team, this effort was a cross-vertical triumph.
Breaking down these key areas into separate emails created flow. By separating the goals, we also created a natural rhythm. This rhythm avoided stuffed and drawn-out content. This natural flow connected guests to the content.
This series starts by introducing VCL to HCE through the “experiences” brand. Guests who have been on HCE for dining, sightseeing or charter experience are likely to be interested in an overnight product. By targeting guests who have cruised before, we were reaching an already interested group. The barrier was to connect the brands. To do this, we had HEX introduce VCL to HCE email lists. An “experience” authority, HCE bridged the disconnect.
After the introduction, we dove into the regions VCL visits – both near and far to our national database.
Then, the third email was our focus on a reinvigorated product: Alaska, complete with a new vessel.
Finally, the fourth email provided a promo code, incentivizing new customers to book.
