The Goal:Streamline the BuyerJourney for 9 UniqueProperties


Sunland was looking to improve and automate lead nurturing to drive more bookings and spread awareness about their 9 different properties. We:

  • Completed discovery & analysis of Sunland RV Resort’s current buyer journey, email strategies and lead capture forms.
  • Based on analysis, we selected a best fit marketing automation platform tool, then managed the migration and set up.
  • Developed a variety of email template designs and a customized Welcome Series, as well as an in-depth segmentation strategy.
  • Created 30 automations, personalized to each property, to properly tag contacts upon sign up and previous and current bookings.

The Challenge


Our challenge was to build an email automation strategy that catered to the different segments and properties that Sunland wanted to target. The RV Resort company had a very large contact list, but it was underutilized and disorganized. We developed a tagging system that worked with Active Campaign's advanced search function and improved their segmenting capabilities. We worked with Sunland to design and develop email templates that could be used to create one-off promotional emails. We managed the migration, set up and implementation of the core email marketing automations within Active Campaign and continue to work on more detailed booking automations.

121,284

Contacts

30%

Email automation (with A/B testing)catered to a specific segment andbased on buyer behavior

30

Automations

4

Email Welcome Series with10x custom conditional blocksper email

THE STRATEGY


Elevated developed and implemented strategies that:

  • Utilized their large contact list to its full potential
  • Improved their segmentation capabilities
  • Nurtured new leads to book by familiarizing them with all of the 9 properties
  • Increased email engagement by delivering relevant, personalized content in a timely manner

THE Results


  • The Welcome Series emails were well-received and resulted in high engagement rates with an average of 37.61% open rate.
  • ActiveCampaign proved to be a great tool to streamline their email process, improved their segmentation capabilites and automate communication to new sign ups.
  • Elevated has helped the internal marketing team take over the one-off promortional emails and continues to work on setting up automations for the booking journey.

LET’S GET REAL


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