Best of Show Online Newsletter
Best Travel Online Newsletter
This campaign generated the second-highest click-through rate (CTR) for the year, which was 29% above average.
Marriott Bonvoy’s Traveler email campaign is a monthly campaign for members and non-members that seeks to provide recipients with travel inspiration by providing a peek at some of Marriott’s fabulous properties from their more than 30 brands. Paired with tips from local experts around a monthly theme, the newsletter capitalizes on hot trends, destinations, and helpful tips to draw in the reader. The July campaign focused on road trips, a proven and high-performing theme from previous years.
Due to the nature of road trip travel, this campaign was geo-targeted with content specific to the U.S., Canada, the Caribbean & Latin America, the Middle East, and Asia-Pacific. Road trip inspiration was delivered in a highly visual way with beautiful scenery, animation, and recommended routes based on the recipient’s location and brought to life through inspirational design, photography, and clever copywriting. It also promoted a new road trip planner feature within the mobile app to encourage app downloads and usage.
This newsletter’s performance closely followed June with the second-highest click-through rate (CTR) for the year, which was 29% above average. July’s Road Trips theme resonated with readers, as it drove the second-most popular hero module CTR for the year.