Ellerman House x TouchBasePro Case Study
Client: Ellerman House
Industry: Luxury Hospitality
Key Contact: Michellene Morris, Marketing Manager
Services: Email software and managed email services
The challenge
Ellerman House is one of Cape Town’s most prestigious hotels, known for exquisite experiences and high standards. Their email marketing needed to reflect that same level of excellence consistently.
But with a small internal team, finding the time to plan, design, and optimise campaigns regularly was a challenge. Their results had remained roughly the same for the last few years; that’s where Ruan and the TouchBasePro team were able to work alongside Michellene to find ways to improve these results.
The approach
TouchBasePro partnered closely with Michellene to bring structure, strategy, and creative consistency to Ellerman House’s email marketing.
- Monthly planning sessions to align on messaging and seasonal priorities
- Consistent design and copy that reflected the brand’s luxury tone
- Regular performance reviews and A/B testing
- Honest feedback loops and collaborative decision-making
Michellene was open to ideas and trusted our process, making space for creativity, experimentation, and most importantly: consistency.
The results
By showing up regularly in inboxes with high-quality, relevant content, we saw a major improvement in engagement:
- +10% increase in open rate
- Click rate nearly doubled
These aren’t just nice numbers, they’re a sign that the right people are paying attention and taking action. However, these numbers didn’t happen overnight, showing that email is a long game.
What made it work?
Consistency. Collaboration. And a willingness to refine and improve with every send.
Email isn’t a one-and-done channel. It takes time and teamwork to build momentum, and Ellerman House is proof that when you stick with it, it pays off.
Conclusion
TouchBasePro has been very privileged to work with such a prestigious brand, and we look forward to continuing to work alongside Ellerman and improving their results even more.
