Bucuti Email Marketing

Fully loaded ROI

average open rate

average CTR

Background

Located on world-famous Eagle Beach in Aruba, Bucuti & Tara Beach Resort is recognized as the most romantic resort in the Caribbean by TripAdvisor. While boasting a year-round occupancy of 94%, Bucuti’s CRM strategy needed improvements. Bucuti & Tara Beach Resort retained MPA in 2015 and is now able to track beyond opens and clicks to see revenue for its email marketing efforts. 

Objectives

Bucuti & Tara sends 3-4 email newsletters each year, along with other relationship-building email campaigns. The objectives of Bucuti’s CRM strategy are to nurture relationships with past guests, prospects and industry partners, as well as drive engagement with the content being shared. 

Strategies

Use direct marketing best practices to encourage subscribers to take action. Optimize emails to render on mobile devices, with consistent branding and styles.

RESULTS
Even without sending sales-focused messages, Bucuti & Tara Beach Resort was able to realize a 34:1 ROI for its CRM program in 2017. Additionally, email open rates are much higher than industry average, at 45% and an average click-through-rate of 14%.

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