Case Study: Park Holidays use of PureCampaign to send automated email campaigns and increase CTR by 9%
Life’s a beach with automated email campaigns
Park Holidays UK have 25 parks stretching from Devon to Suffolk and are the largest operator of holiday parks in the whole of the South of England. The company offer caravan and camping holidays and also feature a caravan home sales page on their website. Park Holidays UK started working with Pure360 in 2008.
Stacey Long, Marketing Executive explains: “We felt that Pure360 were a very cost effective email marketing solution with an easy to use interface. We needed to be able to target different areas of the business with selected different email content each month.”
Effective targeting is key
Park Holidays UK has segmented its database in order to send emails to five different groups of recipients each month. The content is specific to the recipient depending on what type of customer or prospect they are. The fabulous five are:
- Holiday offer mailers: Retargeted at previous customers and potential customers to encourage them to visit the website and purchase a holiday
- Holiday post purchase mailers: regular mailers to existing bookers to try and enhance their holiday experience. These emails give them the opportunity to make additional purchases and also provide helpful customer service information
- Sales mailers: Used to target potential holiday home owners, detailing special offers and encouraging recipients to click through to the site and make an enquiry
- Touring mailers: These emails go to potential bookers and are used to sell touring pitches
- Owner emails: A weekly email newsletter.
Stacey comments: “The weekly newsletters are particularly useful as they help enable us to keep a feeling of goodwill amongst the owners, so they know what is going on. It also encourages them to pay more frequent visits to the parks.”
Stacey continues: “We have worked very hard on creating regular communication between ourselves and our owners. We wanted to create a community spirit and show customers we still care about what they think even after they have made their purchase. This helps us with our customer retention.”
In the last year Park Holidays UK has made some dramatic changes to the way in which they communicate with their customers. These changes include introducing an email template to all emails and increasing the customer lifecycle. Park Holidays UK is very savvy when it comes to their customer lifecycle. They communicate with the customer not only when they book their holiday but also in the 8 weeks leading up to it… and on the day they return. Want to know how? They use Automations.
With 25 holiday parks it would be near on impossible to send pre-arrival and welcome home emails to every single customer, but the Automations feature in PureCampaign allows Park Holidays to do just that. They can even go so far as to send out emails based on their customer’s arrival and departure times. Perfect.
As if that wasn’t enough, Park Holidays UK also use the Automated Import feature and recurring deliveries to send emails to save even more time. Rather than send 25 emails on a weekly basis they just amend the content on the URL and PureCampaign takes care of the rest.
Park Holidays’ open rate is 16% and click-through rates really give them something to shout about, they gain an average of between 27-32%, an increase of 9% from last year.
Stacey comments: “We want to grow our email campaigns to make them even more targeted. We have started to do this but we know there is more that we can do. We want the Pure360 system to grow with us and help in our ongoing mission of being more intelligent with our emails.”
Watch this space.
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