personalization
Tailored to Your Interests
Users often lack the time to regularly check websites or feel overwhelmed by extensive offerings, sometimes because they are unsure of what exactly they are looking for. As a result, they struggle to access current and relevant information. To address this challenge, we developed an email marketing strategy for Bled Castle, enabling newsletter recipients to easily access the latest information and allowing the client to establish long-term communication with (potential) visitors. Our solution is based on Mari Hartemo's study, which highlights the importance of personalized campaigns crafted using voluntarily provided data. With regular, tailored updates, we enhance the engagement and satisfaction of Bled Castle newsletter recipients.
| Client |
ZK Bled
|
| Service |
Email marketing
|
| Team |
Diana Gajić
Amelija Umek
|
| Year | 2024 |
Monthly Newsletters
A key part of the strategy involves preparing monthly content and promotions tailored to various target groups, including local and international visitors. One of Bled Castle’s primary communication channels is the monthly newsletter, sent in two language versions: Slovenian for domestic visitors and English for foreign tourists and agencies. The Slovenian version highlights local events such as evening programs and special cultural events, while the English version covers general monthly happenings and showcases attractions appealing to tourists. The newsletters are designed to align content with the recipients’ interests, contributing to higher engagement rates. Through carefully selected themes, we build long-term trust and connection with castle visitors.
Support Campaigns
Support campaigns complement the monthly newsletters and focus on specific occasions, such as New Year's celebrations and Valentine’s Day. These campaigns serve as tools for expanding the subscriber base, employing creative tactics like sweepstakes and special offers. For example, our 14-day Valentine’s campaign successfully attracted over 1,151 new newsletter sign-ups. By using personalized content and thematically designed promotions, we achieved increased engagement and strengthened brand presence among target audiences.
Results
Our email marketing strategy for Bled Castle has achieved excellent results. The average open rate for emails ranges between 20% and 30%, indicating sustained recipient interest. For campaigns that include sweepstakes, the open rate nearly doubles, reaching almost 50%. This confirms that interactive and engaging content is essential for increasing recipient involvement and the success of campaigns.
