Nassau Paradise Island - Email Marketing Campaign

Nassau Paradise Island’s email strategy strives to inspire dreaming and engagement among our target audience and bring them closer to booking a vacation in this beautiful Bahamas destination.

Our goals are to increase qualified traffic to the NPI website, increase email engagement, showcase high-quality user-generated content, surface useful content that’s relevant to our customers’ interests throughout the year, and support our overall marketing strategy goals such as blog and social media engagement. Our challenge is to demonstrate that “It’s Better in The Bahamas”, making NPI stand out as a destination among other Caribbean countries by showcasing its assets (beautiful beaches, luxe hotels, warm hospitality) as well as the proximity to many US cities.

The Nassau Paradise Island audience is predominantly located in the United States (86%) and are female between the ages of 25 and 44. They’re looking for a restorative, hassle-free vacation.

Email marketing is a key factor in our overall digital marketing strategy and content planning process. We focus on leveraging industry trends (incorporating user generated content), email best practices (deploying a welcome journey), and maintaining the health of our email lists through regular cleaning and monitoring. We continue to see email as a channel to drive interested users to NassauParadiseIsland.com and our hotel partner websites.

This year, we made two major enhancements to our email strategy: implementing an engaging welcome journey to hook new subscribers as soon as they sign up, and redesigning our email template to incorporate user-generated content that enables subscribers to picture themselves in the destination.

Results:

-Email subscriber list has grown by 23% YOY


-More than 20,000 new subscribers have been funneled through our welcome journey since September. This group’s open rate of 14% and click-through rate of 5% is at par or above the industry standard


-Email users are more engaged than typical users, spending 2:41 minutes on average (site average is 1:05 minutes) and visiting 2.6 pages per session (site average is 1.6 pages per session)