We were lucky enough to have attended the Travel Marketing Awards 2017 at Grosvenor Hotel in London. Our entry in partnership with On the Beach, who use Maxemail, was shortlisted in the Best Use Of Direct Marketing (Email) Category.
Accompanied by some of the On the Beach team at the awards ceremony, we enjoyed an evening of entertainment and excitement as each award was announced. When it came around to our award, Best Use of Direct Marketing (Email), anticipation was in the air. Unfortunately we didn’t take home the top prize, however we are incredibly proud to have been named a runner-up in this category.
View our video entry for this award.
About this Project
It all started with a conversation with On the Beach who wanted to provide their customers with a more personalised experience. It was decided that adding recommended deals to their emails would be a great project and fulfil their brief. Although adding recommended deals to emails isn’t a new idea, these were special because the deals included were real-time and fully trackable through analytics.
Emailcenter developed a custom plugin that would pass email addresses from our email marketing software Maxemail through to On the Beach at the time of send. On the Beach would then send back the recommended deals relating to the email address. These deals would be added into profile fields before the normal email render process was completed and the email was sent out with trackable deals.
It was a very successful project, with the recommended deals emails receiving a 33.7% increase in click through rate and 70% increase in conversions. This made the project 44% more valuable to On the Beach than the non-personalised versions.