4-Email Travel Guide Launch Campaign for All The Best Days

A 4-email launch series written to introduce new city travel guides for All The Best Days. The campaign averaged a 61.9% open rate and 3.1% click rate, engagement roughly 2 to 3 times higher than industry norms for product launches.

The Challenge

All The Best Days was launching two brand new travel guides (Maine and NYC) and wanted the launch campaign to do double duty. The primary goal was selling the new guides at a limited-time launch rate. The secondary goal was using the launch’s momentum to sell existing guides through a Mother’s Day promotion woven into the same sequence. Two distinct sales objectives, one engaged audience, four emails to do all of it without burning out the list or making either offer feel like an afterthought.

The Approach

The campaign was structured as a 4-email arc that braided the two objectives together rather than treating them as separate sells. Email 1 announced the new guides with high-energy, sensory-driven copy that made Maine and NYC feel like trips the reader was already taking. Email 2 pivoted to the Mother’s Day angle, using a “what we actually want for Mother’s Day” frame to reposition the entire guide library as the gift, then tied the discount back to the new launch. Email 3 served as a last-call reminder for the launch rate, kept short and direct because the persuasion work had already been done. Email 4 closed the campaign by reframing testimonials as an “offering” rather than a pitch, anchoring the email in a quote from Oprah about creative work and using it to soften the final sales push.

Throughout the sequence, the voice stayed unmistakably Courtney’s: warm, specific, place-anchored, and conversational. The persuasion lived in concrete details (named restaurants, specific lighthouses, regional food references) rather than generic urgency, which is what kept open rates above 60% across every email.

The Result

The campaign averaged a 61.9% open rate and 3.1% click rate across the four emails, engagement roughly 2 to 3 times higher than industry norms for product launches. More notably, every individual email opened above 60%, suggesting the campaign’s strength wasn’t carried by a single hook but by a consistent sender-trust relationship the voice work had built with the list.

The campaign successfully launched both guides at full launch-rate momentum while folding in the Mother’s Day promotion without losing audience trust, demonstrating that two sales objectives can coexist in a single sequence when each email has a clear job and the voice carries the through-line.

This project demonstrated something I bring to brand-led email campaigns: the ability to run multiple objectives through a single sequence by trusting voice and specificity to carry persuasion, rather than relying on urgency or repetition to do the work.