Deliverable
Email Marketing
Strategy
Design
Scope
Creative Direction
Graphic Design
Date
May 1, 2024
The Crab & Lobster – Where storytelling meets strategy
A much-loved boutique hotel in North Yorkshire, The Crab & Lobster had a loyal customer base, but no way to keep in touch with them directly. Ruffled Media launched a high-converting email marketing programme from the ground up, unlocking over 100's of thousands in new tracked room revenue in just 3 months.
An engaged audience, ready for better communication
With a growing database of past guests and ongoing offers throughout the year, the team recognised the opportunity to build a stronger connection through email. The focus was on increasing visibility of room packages, events, and seasonal offers, and creating a direct line between the hotel and its most valuable guests.
Segmented, seasonal, and sales-driven
We designed and implemented a full email marketing strategy tailored to The Crab & Lobster’s seasonal rhythm and guest preferences. Campaigns included:
Room offers and DBB promotions
Event-led emails like Bottomless BBQ Mondays
Resends with fresh messaging to maximise reach
Each campaign was carefully timed and tested for subject lines, visuals, and calls to action, ensuring high engagement and strong conversion. We also introduced guest segmentation to deliver more relevant emails and support a stronger retention strategy.
The result: consistently engaged audiences, more direct bookings, and a reliable marketing channel that complements the hotel's on-site experience.
