Grand Millennium Kuala Lumpur CRM
Email Marketing Program Setup
Email Marketing Program Setup
Challenge: based on media research, Grand Millennium Kuala Lumpur is faced with a challenge in terms of visibility and brand awareness, since the hotel was rebranded in 2007. It was sitting on a very old database or CRM that has not been utilized hence most of the data has expired.
Solution: build a totally new approach on a clean and fully integrated email marketing/CRM platform. Segment the audience based on their interest and track all inbound traffic. The first rule we setup was all emails must be acquired via double opt-in process, means we need to obtain customer permission.
How: select a platform that is robust and has a lot of integration point with other partners, we were able to link with our social media effort and also our customers. We conduct testing on a regular basis, based on when is the best time to send, what subject to send, A/B testing, etc.
Solution: build a totally new approach on a clean and fully integrated email marketing/CRM platform. Segment the audience based on their interest and track all inbound traffic. The first rule we setup was all emails must be acquired via double opt-in process, means we need to obtain customer permission.
How: select a platform that is robust and has a lot of integration point with other partners, we were able to link with our social media effort and also our customers. We conduct testing on a regular basis, based on when is the best time to send, what subject to send, A/B testing, etc.
We had a look into what our competitor is doing and surprising a lot of hotels are still using a converted image into an email blast/EDM. This normally result in bad spamming as for an email to go through a server its best to have a balance ratio between text and image.
Second, we rarely find a hotel that would segment their audience or have a complete tagging profile as all data were lumped together.
Second, we rarely find a hotel that would segment their audience or have a complete tagging profile as all data were lumped together.
Over the period of over 8 months, we tested on a small basis and increase the database or other testing methods slowly.
We also analyze how our customers are accessing our information and where from. Hence we are developing templates to send for mobile version as well.
Direct email subscription from our Facebook platform, we collect an average of 80 new emails per month on a double opt-in basis from our Facebook-MailChimp platform.
The newly re-designed email marketing is professionally coded, designed for both desktop and mobile platform. Simple and flexible, as well as integrated into our strong social media platform.
We also initiated a pro-active autoresponder system that reach out to customers on the right time and right subject.
We utilize social media integration such as Facebook an Twitter to allow our email campaign to reach beyond the regular inbox. The potential results on a great campaign can reach a potential of 22k people.
Tracking click heat-map utilizing the heat-map technology we are able to customize our newsletter to follow how audience are engaging our email campaigns.
