La Jolla Beach & Tennis Club achieved an 11% conversion rate with warm and cold lead nurture

Subject lines: Secure your next stay with us. / We still want to host your upcoming visit!

Sent: Ongoing

Brand: La Jolla Beach & Tennis Club

Category: Inspiration

Hotel location: La Jolla, California (NAM)

Our thoughts:

La Jolla Beach & Tennis Club automated their warm and cold lead nurtures and saw great success. Once a lead contacts a reservation agent and the call goes unbooked, the agent rates the lead as either warm or cold. If the lead is rated as warm (i.e., they have expressed interest in booking but didn’t book on the first call), an automated email is triggered to send 1 hour later. This email is short and sweet, reminding the guest to call or book online to secure the best rate. This campaign alone has driven 275+ room nights over the last 12 months.

Alternatively, if an agent rates a lead as cold and the reason is unknown (i.e., it’s not related to availability, booking online, the pet policy, etc.) La Jolla Beach & Tennis Club has a separate lead follow-up email that triggers 1 hour after the phone call. The email highlights the club’s features and prompts the lead to call the reservations team. Converting these cold leads has proven successful. Agents have been able to book 8% of these leads over the past year — leading to 130+ room nights booked.

Warm lead nurture email stats: 

• Open rate: 70%
• Click-through rate: 13%
• Room nights booked: 275+

Cold lead nurture email stats: 

• Open rate: 64%
• Click-through rate: 5%
• Room nights booked: 130+