White Mountain Chalets use NewZapp to increase their email campaigns
White Mountain Chalet use email campaigns to attract and convert targeted groups of customers.
White Mountain Chalets provides luxury ski chalet holidays in St Martin de Belleville, the most authentic and charming Savoyarde village in the 3 Valleys skiing area of the French Alps.
The challenge
White Mountain Chalets, recognizing the need to enhance their email marketing, sought clarity on the necessary improvements. Despite their growing business, time constraints hindered their ability to strategize effective email campaigns.
Previously, their email campaigns followed a pattern of urgency, with last-minute content creation to meet deadlines occurring every few weeks. To address this, NewZapp was engaged to devise a robust email marketing strategy that aligned with the business’s objectives, moving beyond mere checkbox exercises.
The solution
During our meeting with Ruth, the owner of White Mountain Chalets, we delved into the business’s objectives for the upcoming 12 months. We gained insights into their current status and overall marketing strategy.
White Mountain Chalets specializes in luxury ski chalets nestled in the picturesque French Alps. The peak demand and interest typically occur around January, leading to a surge in bookings during the two months preceding this period. Ruth’s goal was to distribute these bookings more evenly throughout the year, attracting earlier reservations. Email communication emerged as the ideal channel for reaching their contacts.
To address this, we devised an email campaign content calendar aligned with the seasonal patterns of the skiing industry. We strategically timed emails around key dates and events leading up to the season, including airline winter schedule announcements, offers from ski hire companies, news of the first snowfall, long-range forecasts, introductions of new chalets, and interior revamps.
Our comprehensive strategy outlined the precise timing and frequency of campaigns for the next 12 months. As a result, White Mountain Chalets had a clear view of their upcoming communications, allowing us to craft high-quality copy complemented by relevant imagery. This approach guided contacts on a journey leading up to the season’s opening day. Additionally, we anticipated when special offers might be necessary, ensuring they were promptly disseminated.
"When we first approached NewZapp about email strategy we were nervous about making a commitment, not least because of the extra costs we would incur. Looking back now I wish we’d put in a place an email strategy a lot sooner because the results have been incredible. NewZapp have worked with us at every stage and we feel totally in control of our emails now and we can see directly the impact they are having on our bookings."
The results
By executing a well-structured plan promptly, the website experienced a significant surge in traffic from email campaigns. Gradual increases in email frequency during the summer and into Autumn resulted in a 50% increase in bookings by November, compared to the previous year. Additionally, direct engagement from email grew by over 100%, thanks to a strategic approach that kept email campaigns focused and on message.
"Working with NewZapp over the last 3 years, our digital marketing has become a central part our overall business strategy. As a result we have seen a dramatic increase across all our digital channels and an equally dramatic increase in bookings."