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Exclusive Collection

Elevating email marketing for luxury hospitality collection

Life is never dull for the Exclusive Collection’s marketing team. With luxury hotels and spas, a golf club, a cookery school and a pub under their umbrella, the team must keep plates spinning whilst delivering market-leading excellence to their customers.

It’s a hard job to get right. The team realised they lacked the in-house capacity or skills required to do their email marketing justice, so they turned to Jarrang for help. We provided an instant boost in capacity, harnessing our expertise to redesign campaigns, ensure GDPR compliance and establish clear monthly reports, all as part of revolutionising their email marketing through a productive partnership. 

Does a lack of in-house expertise in email marketing sound familiar? Read on to see how Jarrang worked with Exclusive Collection’s marketing team to support email marketing efforts and lead the way with everything from design to reporting and even compliance. 

Results at-a-glance

  • Redesigned all emails to align with Exclusive’s brand
  • Collaborated with the in-house team to produce a revised strategy and content plan for all email marketing 
  • Provided consultation on GDPR protocol
  • Led on delivering operational tasks to allow the in-house team to focus on other marketing activities
  • Produced detailed monthly reports in line with the marketing team’s wider KPIs for sharing with the wider business
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The challenge

The Exclusive Collection’s marketing team are a very busy bunch. Facing the full spectrum of marketing activities, the team are well-acquainted with the power of email marketing – but they lacked the time and expertise needed to properly harness that potential.

The team was willing to embrace new ideas, but also had some foundational problems they needed help to address. Issues included inconsistent and outdated email design, emails not properly displaying on mobile devices, a lack of overarching strategy and a lack of team understanding of GDPR. 

“Working with Jarrang has helped us to elevate our email marketing to the next level,” said Jenny Caldecourt, Group Head of Marketing at Exclusive Collection. 

With many outlets under one umbrella, Exclusive has several different customer types, and appealing to all of these with one consistent branded message was one of the bigger challenges facing the team.

In summary, the marketing team needed an email marketing partner that could meet all of these challenges, provide a structured content plan and demonstrate the flexibility required to respond to changes within the industry and its wider landscape. 

How Jarrang Helped

At Jarrang, we love working in partnership with dedicated marketing teams to deliver truly excellent emails that their customers will love.

Working with Exclusive Collection, we have created a solid foundation upon which the email marketing strategy can continue to grow and evolve. Bringing together our experience, drive and expertise with the internal team’s passion and knowledge for their customers, we have been able to create an email marketing programme that works to deliver the team’s wider marketing goals.

“We like to think of working with clients on their email marketing as a partnership,” said Ben Hocking, Client Success Manager at Jarrang. “Having a shared outcome makes the planning and implementing a whole lot easier and increases the success rate,”

“With the ever-changing demands of a popular hotel collection, it’s essential to build flexibility into our planning so the brand can respond to dynamic situations with ease. We do this by implementing a content schedule and by having flexible creative ready to deploy at short notice where required.”

The Results

The proof is in the pudding, so let’s dive into some of the key outcomes of our working relationship with Exclusive. 

  • Completely redesigned emails, providing a suite of new layouts that align with the overall brand and created a cohesive message.
    Each design sits nicely within the Collection’s branding while having subtle colour and logo variants to highlight each hotel’s individual character.
  • Collaborated with the Exclusive Collection team to lay out a revised email marketing strategy and content plan.
  • Provided consultation about GDPR protocol, looking at the differences between consent and legitimate interest and creating a way to map out the process moving forward.
  • Took on the majority of operational tasks for the email marketing campaigns allowing the team to focus on other marketing activities. 
    From building the campaigns to running them through a rigorous 46-point sign-off process, the campaign journey is handled right through to deployment and analysis of the results.
  • Dedicated time to analyse monthly performance gives the opportunity to provide an objective perspective and trial new ideas in order to gain optimum results.
  • Creation of a sending schedule to support capacity planning for upcoming campaigns and ensure timely delivery.
     

Ben adds: “Working with Exclusive Collection on their email marketing strategy has been a pleasure. After visiting Pennyhill Park, meeting the team, and getting to know the hotels, it was easier to deliver what they wanted to see from their email marketing. Collaborating with Jenny on the emails has been seamless and really enjoyable as new creative ideas are always welcome.” 

Got a busy marketing team and need support getting more from your emails? Get in touch with Jarrang to talk partnerships today. 

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