Historic Inn and Spa Uses Email Marketing to Enhance Customer Loyalty and Drive Revenue

Crowne Pointe Historic Inn and Spa offers luxurious hotel accommodations to visitors of Cape Cod's Provincetown, Massachusetts. Built near the turn of the 19th century, the Inn and Spa features guest rooms wrapped around a beautifully landscaped courtyard and an award-winning, full service Shui Spa.

Challenge: Staying Competitive 12 Months a Year

Competition among hotels on Cape Cod is high due to the tourist-based, seasonal nature of the region. As the proprietor of the Crowne Pointe Historic Inn and Spa, David Sanford wanted customers to think of his hotel as a signature Provincetown destination, 12 months a year. He also hoped to increase his customer base, especially for special events.

He had leveraged a variety of "traditional" marketing tactics including direct mail, newspaper ads, and paper newsletters, but found them cost prohibitive, time consuming—and ineffective. David was in search of non-intrusive marketing tools that his customers would respond to.

Solution: "Nimble" Marketing with Constant Contact

Five years ago, David abandoned his traditional marketing approach in favor of email marketing with Constant Contact, which enabled him to reach out to customers in a timely, inexpensive way that captured Crowne Pointe's elegant brand. I can stay in front of customers 12 months a year with very little expense.David was thrilled with how simple it was to get started; in less than a month, he sent out his first e-newsletter using Constant Contact's customizable templates. Soon after, he began to send monthly updates about hotel, spa, and restaurant promotions to his rapidly growing contact list.

"Constant Contact has been instrumental to the success of our marketing initiatives. When we first started using Constant Contact my partner and I were the only ones that created the collateral," David says. "Now, my front desk agents, who are traditionally younger staff members, find the program so intuitive and easy-to-use that they can get the application up and running in about 10 minutes."

David emphasizes Constant Contact's "nimble marketing" approach. With email marketing, he can broadcast last-minute promotions, available rooms, and one-off deals—all of which keep Crowne Pointe Inn and Spa in front of customers year round and help fill his rooms.

Results: Increased Revenue, Decreased Cost

Email marketing with Constant Contact has made a significant difference for the Crowne Pointe Inn and Spa. David expanded his reach by growing his list of prospective visitors and significantly increased the number of return visits to his restaurant and spa. In addition, he has realized one of his key goals—improving attendance at special and promotional events.

Email marketing has given David an edge in the highly competitive tourist industry on Cape Cod. "I've increased my overall revenue while decreasing marketing costs. I can stay in front of customers 12 months a year, with very little expense," he says.