Hornblower: Cocktail Email Campaign

My Role:

Content strategy, copywriter

The Problem:

Our team was tasked with creating an email campaign to highlight our cocktail cruises. I worked with the Director of Marketing, Email Campaign Manager, Art Director, and our Port teams to complete the project.

The Solution:

To start, we held a stakeholder meeting with port marketers and sales managers to discuss what cruises they wanted featured and what goals they needed to meet. From there, the art director and I determined messaging and theming.

Tagline: We’ll steer. you sip.

Results

• Cocktail cruises became the top-selling product during campaign

• Top performing email had a 19.3% open rate

• Average CTR was 2%. Our average across the board is 1.5%

Key Takeaways

While it wasn’t our plan, we discovered our customers were more driven to emails that focused on one product versus several. So moving forward in all email campaigns, we took note and made changes.