The Meritage Resort and Spa achieved an above average conversion rate with warm lead nurture

Subject line: Hi [Guest first name], Let’s Make Your Napa Escape Perfect

Sent: Recurring

Brand: The Meritage Resort and Spa

Category: Inspiration

Hotel location: Napa Valley, California (NAM)

Our thoughts:

The Meritage Resort and Spa, a property of Pacific Hospitality Group, is nestled in the heart of Napa Valley, offering guests an unforgettable wine-country experience. To enhance its marketing efforts, The Meritage Resort and Spa launched a highly-targeted automated campaign focused on warm leads to drive direct bookings.

When a lead contacts a reservation agent and shows interest in booking but doesn’t finalize the reservation, the agent marks the lead as warm. Three days later, an automated email is triggered to thank the guest for their interest and offer assistance in making their Napa dreams a reality. This concise email invites guests to join the hotel’s free loyalty program, providing exclusive perks such as 10% off their stay, a signature welcome cocktail, and more.

This personalized approach not only improves efficiency but also boosts direct revenue and fosters guest loyalty, making the automated campaign an ideal solution for The Meritage Resort and Spa. The automated campaign has a conversion rate of 3%, coming in above the regional average of 2.2%.

Open rate: 62%
Click-through rate: 10%
Room nights booked: 72