Subject line: Your sign for a Winter Escape
Sent: April 2026
Brand: voco Kirkton Park Hunter Valley
Category: Inspiration
Hotel location: Pokolbin, NSW, Australia (APAC)
Our thoughts:
This campaign leans into emotional storytelling before pushing the offer, and it works well as a returning-guest play. Rather than opening with the deal, the email spends its first few lines painting a picture — “slower mornings, fireside dining, and that unmistakable feeling of calm” — before inviting the guest back for “a cozy country escape that lasts a little longer.” It’s a good reminder that a win-back doesn’t need to open with a discount to be effective.
The offer itself stays simple: stay 3 nights, pay for 2, breakfast included every day. No stacked perks, no cluttered checklist, just one clear mechanic, reinforced by a single warm CTA (“Book Stay 3 Pay 2 Offer”). A nice extra touch is the “Your guide to 3 incredible days in the Hunter Valley” itinerary link, which turns the email into practical trip planning rather than a pure discount pitch, giving past guests a reason to engage even before they’ve decided to book.
Vineyard sunsets, a fireside terrace, and the hotel’s own signage let the destination do the visual selling, while a warm sign-off from “the Team” keeps it feeling like a personal invite back rather than a promo blast.
A reminder email followed a few weeks later, stripping the message down even further to lean purely on emotion, and the results speak for themselves, with an 86.1% open rate and 40 additional reservations. A strong example of how a lighter-touch follow-up can outperform the original send.
Original email
Open rate: 39.6%
Click-through rate: 3.8%
Reservations: 43
Reminder email
Open rate: 86.1%
Click-through rate: 4.1%
Reservations: 40
