Instead of price promotions, try this in your email newsletters

Today I read an email marketing case study on Monmouth Plantation, a historic luxury Mississippi inn. Because of the recent economic crisis, the hotel had been using special (low) room rates in their email newsletters to generate business.

Recently, however, they decided to focus on selling their lavish experience – and less on the price. They began sending email promoting sensory-overloading experiences.

For example, read the description of their $1,900 Gourmet Package offer that included two nights of accommodations, a tour of three historic mansions, a carriage ride through the quaint downtown area, and in-room massages:

“Upon arrival, guests will be greeted and escorted to their rooms where chilled champagne, chocolates and flowers await their arrival. That evening guests gather in the dining room for hors d’oeuvres and wine; a host/hostess will give a history of the antebellum home. Dining under 17th century chandeliers on the Empire table with beautiful china, silver and first-class service is the highlight of this package. The chef will greet each guest and invite culinary conversation. After-dinner drinks featuring the Southern signature drink, mint julep, will be served in the study nightly. A private hot air balloon ride over Natchez is the featured activity in this package.”

The result? The email open rate increased 15% and their promotions enjoyed a 30-40% click-through increase.

Today’s homework: How could you use “sensory overload” to sell your hotel’s experience in your email promotions?