Email Marketing Optimization
Company Overview:
Extended Stay Hotels (ESH) offers moderately priced extended stay lodging hotels with over 680 locations reaching all major metropolitan areas across the United States. Brands include Extended Stay DeluxeSM, Extended Stay America Efficiency Studios®, Homestead Studio Suites®, StudioPLUS Deluxe Studios® and Crossland Economy Studios®.
Challenges:
- Current “decision to delivery” turn-around times for email marketing initiatives are excessive. Times range from 3-5 days from the decision to proceed with a promotion, to the delivery of that promo
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Management of email marketing recipient lists is cumbersome and ineffective due to the length of time to manually produce qualified recipients.
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Segmenting and filtering lists based on centrally stored reservation and consumer data is inaccurate.
There are too many resources needed to produce email marketing campaigns on a regular basis due to a highly manual process.
Implications:
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Excessive personnel needed to deliver email marketing campaigns.
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Decision to delivery turn-around times are to long, causing time-sensitive promotional and informative campaigns to be ineffective
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Data management teams lack the ability to effectively utilize real-time company and consumer data.
Solutions:
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Build, segment and filter recipient lists by leveraging ExactTarget API services.
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Work with vendor IT department to build automated data transfer services to integrate real-time data from various systems.
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Build automated cleansing routines.
Technologies Used:
Results:
Please Contact Us to learn the results.
