Much more than rooms
ESS Group consists of 16 destinations across Scandinavia, and is a true challenger brand, redefining not only what a hotel can be, but the very word itself. Each place is designed to offer so much within its own walls that the exact location becomes secondary, and why also they are called destinations.
I was responsible for writing and producing both B2B and B2C newsletters and paid for Ystad Saltsjöbad, Villa Strandvägen, Maryhill Estate, and Falkenberg Strandbad, as well as ESS Group. My role covered the full journey — from concept and angle to copy, structure, segmentation and send-out. Depending on the purpose, the communication needed to drive bookings, strengthen loyalty and reflect the emotional universe of each brand.
A B2C case
A two-step Spring campaign: first, a soft, brand-led email, followed by a shorter, offer-driven message. In collaboration with the paid team, we retargeted the campaign through Meta ads, and if needed SMS, and on-site pop-ups.
All sales generated within 10 days of each send are attributed to the email. However, when the promotion isn’t email-exclusive, multiple touchpoints beyond the newsletter contribute to the final results. A single conference booking, for example, can significantly impact overall performance.
1. 💌 https://viewstripo.email/template/eb1f529a-3b5e-4243-9f67-67cde199bb38
📈 Unique Opens: 54,10% Unique Clicks: 1,60% 💰Revenue: $596,248
2. 💌 https://viewstripo.email/template/4d408ea2-10b3-4e72-8d81-edd9ad0b7c91
📈 Unique Opens: 15,22% Unique Clicks: 0,62% 💰Revenue: $230,502
More cases
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A B2B case
A brand-led letter from CFO Jenny at Ystad Saltsjöbad — achieving an open rate well above the B2B average. In close coordination with the team on-site in Ystad, readers who opened and engaged with the email were personally followed up by phone, creating a seamless connection between brand communication and direct dialogue.
💌 https://viewstripo.email/template/bc0be737-637d-42dd-91c6-29923daee257
📈 Unique Open: 52.19% Unique Clicks: 1.63% 💰Revenue: $800.20
FALKENBERG STRANDBAD B2B
💌 https://viewstripo.email/template/cd1884aa-1002-4cc4-acef-ca8a7c64738e
📈 Unique Opens: 41,41% Unique click: 1,18% 💰 $108.576
💌 https://viewstripo.email/template/7aa470ab-d849-48cb-a797-dbbf3690088e
📈 Unique Opens: 67,01% Unique click: 1,15% 💰 $200.524
FRIENDS OF ESS
💌 https://viewstripo.email/template/eea0c4d0-f6a9-462c-b2c0-3fb12f5fed43
📈 Unique Opens: 66,98% Unique click: 1,12% 💰 $474.499
💌 https://viewstripo.email/template/8edd664a-efa0-495d-9113-9f167a6599a1
MARYHILL ESTATE B2B
💌 https://viewstripo.email/template/14d17f2a-35eb-4a1b-be0c-fba416cba513
📈 Unique Opens: Unique click: 💰 $
