Photography Tours announcement - above the fold - With our new portfolio of photography tours, we wanted to grab our travelers with a blend of inspiration and aspiration. Above the fold, we let simple typographical treatments and the beauty of Paris draw the reader in.
Photography Tours announcement - below the fold - Below the fold in the same email, it was my job to sell travelers on both our photographer and two distinct itineraries while incorporating the promo message requested by marketing.
Segmented promotional email - above the fold - This promotion always did well for us, but it required a bit of tweaking depending on the segment's stated travel interests. The red postcard in my "Go Ahead Tours - Print" set is from the same promotional cycle but targeting a very different segment of our subscriber base.
Segmented promotional email - below the fold - The purpose of this email was not to sell any particular product but rather to inform travelers about the different ways they could fulfill their travel dreams while saving money. The Featured Blog Post and Featured Tour Video added a bit of texture and spoke to readers' wanderlust.
Antarctica tour announcement - above the fold - We wanted this email to speak to adventurous travelers for whom rosy cheeks and a runny nose were a badge of honor.
Antarctica tour announcement - below the fold - Here's where the rubber meets the road. While this itinerary focused on Antarctica, it also included stops in Buenos Aires, adding a cultural component to what might have otherwise been a wildlife tour. My job was to emphasize the nature and wildlife aspect of the vacation while also enticing travelers with tales of the tango in Buenos Aires.
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Go Ahead Tours - Email
Email marketing is at the core of Go Ahead Tours' push toward a web-based business model. Over two years, we moved from copy-heavy formats to more scannable messages with bigger, splashier photography. The increase in open and click-through rates served as proof that good creative leads to sales.