Driving sales via promotional emails

01 — Background

Accor Group is the largest hospitality company in Europe, with huge hotel names like Pullman and Sofitel in its roster.

Luxury is the word of the day every day at Accor. It offers a premium experience at a premium price, so it's important its email marketing upholds those standards and adheres to its brands' several tones of voice.

We were brought in to copywrite the email marketing for Pullman and Sofitel.

02 — My role in this project

Let's face it - luxury copywriting has a tendency to be superfluous. Flowery. Everything and nothing.

How many times have we all heard the term 'hidden gem' only to see the spot has 1,000+ reviews on TripAdvisor this summer?

I didn't want to do that. The client shared the TOV guides for Pullman and Sofitel, so I made sure our email copy was tightly aligned with the brand's values and do's and don'ts.

But beyond that, I got to have fun with it.

Questions were asked. 'When was the last time you really got to let go?' and 'Who says luxury has to be stuffy?' to tweak the audience's interest and drive CTR.

In total, I wrote descriptions for over 100 hotels for email marketing. As we were agency side, the client didn't end up sharing the results with us - but they did keep coming back, again and again, to ask for more work.