Email Marketing case study
Sector: Country House Hotels
Project Scope: Rocktime email marketing application (EPrecision)
Client: New Forest Hotels PLC
New Forest Hotels required a targeted email marketing application in order to contact their existing (and) potential customers with relevant offers and details of their services and accommodation. The New Forest Hotels group comprises four idyllic country house hotels set in an area of outstanding natural beauty within the New Forest national park.
Web development parther Rocktime provided the solution with their email marketing software 'EPrecision' which allows the client to generate and send HTML rich emails (e-newsletters) to an appropriate audience in a timely and attractive manner.
Engaging with customers, generating incremental website traffic and stimulating fresh enquiries were the objectives for New Forest Hotels from an ongoing email marketing campaign. The time sensitive nature of hotel special offers and newsworthy information required a solution that would effectively deliver the email newsletters in a professional format.
Rocktime designed bespoke HTML email marketing newsletter templates for New Forest Hotels where administrators could easily add content and subsequently distribute by email to inform their customer database. The customised templates were designed in harmony with New Forest's branding to ensure synergy across all communications. The Rocktime email marketing application EPrecision enables the client to add and manage newsworthy content to be sent to a pre selected database of recipients.
The email structure itself is limited only to the template design and allows selected administrators to customise content on an ongoing basis including imagery and links to specific pages within the parent website, or indeed any other website. Having collated an on-growing database of customers and prospects it was possible for New Forest Hotels to send specific newsletters dealing with content applicable to groups of individuals.
Customers and prospects can be categorised through selections they make on the New Fordest Hotels website. This defines the type of information they would be interested in receiving, for example "short breaks." This method of refining the requirements of the individual customer has ensured the delivery of relevant email communications, tailored specifically to the customer.
The EPrecision email marketing application has provided New Forest Hotels with an ongoing communication tool that offers complete control and management over content. By categorising customers and prospects it can be ensured that only relevant communications are sent to each individual. In addition categories and offers can be given expiry dates, meaning the system will intuitively disable items after a given period of time.
New Forest Hotels have been able to successfully send newsworthy emails using innovative media to provide effective, measurable campaigns as part of their overall marketing strategy.
Rocktime email marketing key client benefits:
- Target potential and existing customers
- Send timely, attractive HTML email messages
- Cost effective marketing
- Encourage customer loyalty
- Immediately track able results
- Drive traffic to the corporate website
- Send e-newsletters, e-zines, e-invites and e-promotions
- An ongoing communication tool
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