VisitBritain has implemented a new email system in more than 30 worldwide offices, as part of plans boost marketing communication across the globe with highly relevant, targeted and personalised messages.
The British tourist authority has deployed Emailcenter’s Maxemail email marketing platform, using data held in its SageCRM system.
Each regional branch has its own log-in area in Maxemail, enabling them to keep their respective data and analysis separate. This makes it easier to create local campaigns and to measure their success in individual regions.
The solution also allows VisitBritain subscribers to update and select their email and newsletter preferences through forms on its website, enabling the organisation to deliver tailored emails such as a “welcome programme”, which has been introduced to engage with new subscribers interested in visiting the UK.
VisitBritain head of online and CRM Justin Reid said: “We are already seeing significant improvements in our email marketing through our use of Maxemail. The platform has helped us to increase the efficiency and relevance of our email marketing campaigns, which in turn allows us to develop stronger relationships with our subscribers and achieve much higher response rates.”
Emailcenter managing director Nigel Williams added: “Our experience in working with the tourism industry means that we understand its competitive nature and the importance of reaching subscribers and customers at the right time.”
