Silverpop as a multichannel marketing toolĪs well as utilising email and social, Teletext Holidays wanted to take full advantage of its multi-channel marketing plan and launched a radio campaign as well as increasing PR and press activity. It means gone are the days of returning home and clicking unsubscribe to stop receiving pictures of sunny beaches that are out of reach for the next few months. The preference centre allows subscribers to choose the frequency of the emails they receive or even ‘snooze’ their subscription for a short time. Rather than lose contacts who only want to hear about holidays on a seasonal basis, anyone clicking on the mandatory opt-out link at the bottom of a Teletext Holidays email is sent to a ‘preference centre’. Of course, for many subscribers, holidays are an annual event, and not a frequent purchase. It means that the brand retains the vast majority of its opted-in subscriber base and in fact not only retains them, but engages with them from the start, and at the time they’re most interested in hearing from the company. Via their welcome programme, Teletext Holidays is able to explain what makes it unique so that every new subscriber knows what to expect and how to benefit from the holiday emails they receive. No matter which method of sign-up a visitor uses, each new contact is added to an automated welcome programme, executed via email and powered via the Silverpop platform. It’s therefore important for Teletext Holidays to recognise and reward the brand presence it has, as well as welcome new followers into its fold. Teletext Holidays was once beamed into people’s living rooms through their TV, but it now competes with multichannel media sites including online websites and high street travel agents. Clever content marketing such as carefully chosen partner emails and competitions all added to the database’s rapid growth and ensured this well-known travel brand was quickly on track to hit its high target. Realising that holiday bookers, by their very nature, like to travel, all of the Silverpop forms were optimised for mobile devices to ensure visitors could sign up on-the-go. A number of ‘opt in overlays’ were tested and then implemented throughout the website. Other opt in opportunities were also provided to capture visitors to the .uk site. Recognising the social nature of holiday bookings, the brand’s emails feature Silverpop’s ‘share to social’ and ‘forward to a friend’ links an effective way to broaden Teletext Holiday’s reach and an easy way for the site’s users to manage their search for a holiday. An opt-in page from Silverpop was embedded into Facebook allowing fans to sign up directly for email offers and news simple yet an effective way to grow their database. However despite having a growing number of engaged Facebook fans, the business only had limited means of notifying its community of the latest news or holiday offers. The StrategyĪs a well-loved brand, Teletext Holidays has a strong fan base across social media sites. Setting a target to double their database in less than a year would be enough for many companies, but Teletext Holidays also knew they had to do all this whilst retaining their strong brand heritage if their new contacts were to translate into new holiday bookings. Needing to tap into their brand heritage but at the same time reach a new audience, Teletext Holidays worked with Silverpop to implement a new strategy with a new set of goals. Today it maintains its position as a leading holiday provider, and is still known for its wide range of great value holidays. Teletext Holidays is held in high regard by the British public originally broadcast as a TV information service, the brand was the definitive destination for booking last minute holidays at low cost. In this in-depth case study Silverpop tell us how they helped Teletext double its database in less than six months The Challenge
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