Case Study: Ski Butternut achieves 44% reduction in lapsed pass holders with Inntopia Marketing Cloud

How Ski Butternut Converted 44% of Lapsed Passholders With the Help of Four Simple Emails

Ski Butternut, a regional ski area in the Berkshires, faced a major retention challenge heading into the 2018–2019 season: convert lapsed season pass holders and boost early season revenue. They worked with Inntopia using Inntopia Marketing Cloud and the Inntopia Digital team to create a targeted re‑engagement campaign focused on past pass holders.

Inntopia built a data‑driven program of four personalized emails—using a dynamic template that pulled guest pass photos and purchase data from Ski Butternut’s POS—and optimized subject lines and content. The first send doubled open rates (28% vs. the resort’s 15.6% average) and quadrupled click rates (4% vs. 1%), and the campaign helped drive a 44% decrease in lapsed pass holders year‑over‑year, delivering the resort’s best season pass renewal rate and earlier cash flow plus increases in skier visits and ancillary revenue.

Ski Butternut

Dillon Mahon

Director of Marketing