Tapping into the power of email
We identified and developed opportunities that mapped full user journeys across a content-focused promotional calendar. Based on this insight, we generated campaigns that delivered exceptional ROIs. A key part of the strategy was to segment and analyse existing customer data to maximise conversion and retention.
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Increasing consistency & relevancy
We identified that email performance was not meeting industry benchmarks due to template optimisation issues, lack of a test-and-refine approach and an inconsistent strategy. There was an urgent need to create a robust plan. It had to deliver brand coherence and relevant messaging to all consumer groups.
A great opportunity
With a large database and great product offering, there was a real opportunity to push the email marketing strategy further, with a more innovative approach to encouraging strong list interaction.
An extension of the Dalata team
Equator identified demographic, engagement and spend segments within a CRM and created full user journeys across a content-focused and promotional calendar that took into account various touch points and stages in the customer life-cycle. It was important to automate and personalise content as much as possible throughout the campaigns to ensure consistent communications that benefited delivery, relevancy and ROI.
Creating onboarding, re-engagement, RFM and Member Loyalty automations using a synced CRM and ESP system ensured the most efficient data management and send systems, where new users were encouraged, and lapsed users were recaptured into the sales funnel.
Driving ROIs using great strategy
Results
Our work smashed industry benchmarks and drastically improved customer loyalty, retention and overall engagement, as all as driving an increase in higher-spending guests.
Open rates 3x industry benchmarks
Click rates 7x industry benchmarks
45:1 Campaign ROI
Campaign extended by 18 months
Based on the campaign's success we're now implementing full end-to-end Re-engagement activity.
The brand's first RFM modelled full user journey campaign
The customer base transformed as a result of the Equator RFM modelled campaigns that utilised Dalata Hotels’ CRM data. Customers are spending more and visiting more often overall, with fewer customers becoming lapsed and lost.