The Open Golf Championship  Case study on email marketing Steve Kemish Director, Cyance Chair of IDM Digital Council, UK
Selection of clients © Cyance Limited 2011
Winner: Best use of email © Cyance Limited 2011
Why? © Cyance Limited 2011
About Sodexo Prestige <ul><li>Sodexo Prestige, part of Sodexo, is the UK’s </li></ul><ul><li>leading specialist event cate...
About the Open <ul><li>The economic climate has meant that providers of corporate hospitality have seen a huge decline in ...
© Cyance Limited 2011
The objectives   <ul><li>Drive website traffic to build awareness. </li></ul><ul><li>Increase the Sodexo prospect database...
© Cyance Limited 2011
“ And I am not doing email. It doesn’t work” © Cyance Limited 2011
© Cyance Limited 2011
Timescales <ul><li>The timescales were tight for this project.  </li></ul><ul><li>From initial proposal (26th Jan) to firs...
Where to start? - data <ul><li>Previous purchase history data from Sodexo showed that the </li></ul><ul><li>role/industry/...
Data selections/cells © Cyance Limited 2011
© Cyance Limited 2011
Emails –testing <ul><li>Subject lines:  </li></ul><ul><li>Golf is coming home to St Andrew’s. Will you be there? </li></ul...
“ Hands up…” © Cyance Limited 2011
Email stats <ul><li>Avg. opens 8%-10% </li></ul><ul><ul><li>Video 13% </li></ul></ul><ul><li>Avg click – 1.5%-2.3%  </li><...
© Cyance Limited 2010
Fear not…“telemail” was the proposal not email © Cyance Limited 2011
© Cyance Limited 2011
© Cyance Limited 2011
So, final the results <ul><li>Online traffic increased by up to 250% following emails. </li></ul><ul><li>Over 500 leads re...
© Cyance Limited 2011
So, the results <ul><li>Online traffic increased by up to 250% following emails. </li></ul><ul><li>Over 500 leads resulted...
Where does that leave us? <ul><li>Email acquisition doesn’t work…on its own </li></ul><ul><li>Data is the cornerstone of a...
Frågor? | Spørsmål? | Questions?|  Spørgsmål? |  Kysymyksiä? [email_address] twitter.com/skemmo © Cyance Limited 2011
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Case study from EME2001 - Sodexo and Open Golf "best use of email"

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The email marketing case study that delivered an industry award, a runner's up prize and an ROI of 24x!

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Case study from EME2001 - Sodexo and Open Golf "best use of email"

  1. 1. The Open Golf Championship Case study on email marketing Steve Kemish Director, Cyance Chair of IDM Digital Council, UK
  2. 2. Selection of clients © Cyance Limited 2011
  3. 3. Winner: Best use of email © Cyance Limited 2011
  4. 4. Why? © Cyance Limited 2011
  5. 5. About Sodexo Prestige <ul><li>Sodexo Prestige, part of Sodexo, is the UK’s </li></ul><ul><li>leading specialist event caterer and provider of </li></ul><ul><li>corporate hospitality packages. </li></ul><ul><li>They provide catering and event logistics </li></ul><ul><li>services at prestigious events such as: </li></ul><ul><li>RHS Chelsea Flower Show </li></ul><ul><li>Open Golf Championship </li></ul><ul><li>Royal Ascot </li></ul>© Cyance Limited 2011
  6. 6. About the Open <ul><li>The economic climate has meant that providers of corporate hospitality have seen a huge decline in sales. </li></ul><ul><li>This has been an area that many client organisations have cut back on entertaining, leaving the market in tough times. </li></ul><ul><li>Packages range from €250 upwards. </li></ul><ul><li>Traditionally packages have always sold well to London/SE England, regardless of the event location. </li></ul><ul><li>2010 venue was St. Andrew’s, Scotland. </li></ul><ul><li>With this in mind, Sodexo Prestige approached Cyance to look for help in selling </li></ul><ul><li>hospitality to businesses in Scotland and Northern England to try and nurture and </li></ul><ul><li>convert hard-to-reach prospects into paying customers. </li></ul>© Cyance Limited 2011
  7. 7. © Cyance Limited 2011
  8. 8. The objectives <ul><li>Drive website traffic to build awareness. </li></ul><ul><li>Increase the Sodexo prospect database for ongoing relationships. </li></ul><ul><li>Prove positive ROI. </li></ul><ul><li>Develop a new hospitality market - executive golf fanatics in North England and Scotland. </li></ul>© Cyance Limited 2011
  9. 9. © Cyance Limited 2011
  10. 10. “ And I am not doing email. It doesn’t work” © Cyance Limited 2011
  11. 11. © Cyance Limited 2011
  12. 12. Timescales <ul><li>The timescales were tight for this project. </li></ul><ul><li>From initial proposal (26th Jan) to first email wave (Feb 19th) was just three weeks. </li></ul><ul><li>The email waves continued through March and April. </li></ul><ul><li>Last activity took place in mid April, after the Masters tournament. </li></ul>© Cyance Limited 2011
  13. 13. Where to start? - data <ul><li>Previous purchase history data from Sodexo showed that the </li></ul><ul><li>role/industry/region of a customer can vary enormously. </li></ul><ul><li>However, the project targeted key decision makers and segmented </li></ul><ul><li>according to: </li></ul><ul><li>MDs/Business Owners and Finance Directors. </li></ul><ul><li>Management roles within business of certain size/turnover. (Finance or non-finance led) </li></ul><ul><li>Businesses located within certain postcodes (local, Scottish, and NW England). </li></ul><ul><li>NW England was settled upon due to its airport links (Leeds Bradford and Manchester) with the nearest airport to St. Andrew’s – Edinburgh. </li></ul>© Cyance Limited 2011
  14. 14. Data selections/cells © Cyance Limited 2011
  15. 15. © Cyance Limited 2011
  16. 16. Emails –testing <ul><li>Subject lines: </li></ul><ul><li>Golf is coming home to St Andrew’s. Will you be there? </li></ul><ul><li>Celebrate the 150 th Open Golf Championship with a very special event. </li></ul><ul><li>The perfect hospitality event for the golf lovers at <company name> </li></ul><ul><li>Walk the Old Course at St. Andrews & dine in style at the 150 th Open Championship </li></ul>© Cyance Limited 2011
  17. 17. “ Hands up…” © Cyance Limited 2011
  18. 18. Email stats <ul><li>Avg. opens 8%-10% </li></ul><ul><ul><li>Video 13% </li></ul></ul><ul><li>Avg click – 1.5%-2.3% </li></ul><ul><ul><li>Video 2.8% </li></ul></ul><ul><li>Avg unsubscribe – 0.5%-1% </li></ul><ul><li>And…online orders… </li></ul>€ 0 © Cyance Limited 2011
  19. 19. © Cyance Limited 2010
  20. 20. Fear not…“telemail” was the proposal not email © Cyance Limited 2011
  21. 21. © Cyance Limited 2011
  22. 22. © Cyance Limited 2011
  23. 23. So, final the results <ul><li>Online traffic increased by up to 250% following emails. </li></ul><ul><li>Over 500 leads resulted from the campaign, many with national companies who are now also looking to book Open Golf hospitality at future events. </li></ul><ul><li>Total revenue from campaign was €245k, delivering a x24 ROI </li></ul>© Cyance Limited 2011
  24. 24. © Cyance Limited 2011
  25. 25. So, the results <ul><li>Online traffic increased by up to 250% following emails. </li></ul><ul><li>Over 500 leads resulted from the campaign, many with national companies who are now also looking to book Open Golf hospitality at Sandwich 2011. </li></ul><ul><li>Total revenue from campaign meant a x24 ROI </li></ul>© Cyance Limited 2011
  26. 26. Where does that leave us? <ul><li>Email acquisition doesn’t work…on its own </li></ul><ul><li>Data is the cornerstone of any campaign </li></ul><ul><li>Longer-term reporting is essential to show ROI </li></ul><ul><li>Multi-channel nurturing is key to modern life. </li></ul><ul><li>Benchmarking is not theft… </li></ul><ul><li>… And testing is king! </li></ul>© Cyance Limited 2011
  27. 27. Frågor? | Spørsmål? | Questions?| Spørgsmål? | Kysymyksiä? [email_address] twitter.com/skemmo © Cyance Limited 2011

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