Newmarket Holidays sends over one million marketing emails a month using dotmailer’s platform
Founded in 1983, Newmarket Holidays became the preferred supplier of organised holidays to a wealth of newspapers ranging from the Liverpool Echo to the Daily Mail, and grew its business to a very respectable turnover by providing what is effectively a white label service.
However towards the end of the noughties, the founders were noticing that not only were people’s media consumption habits changing, but also the media were becoming more commercially motivated and open to featuring holidays from any tour operator.
The organisation was already fairly net-savvy, already managing bookings from media partners via web, and so created a new website that showcased individual holiday offers.
The organisation collected and managed its vast amount of customer information through an IBM Unidata-based CRM system called Taurus and required a dynamic email service provider to be able to easily create emails, as well as segment and target customers, according to purchase behaviour and buyer profile.
The most important factor for Newmarket Holidays is delivering a seamless and excellent customer journey. Phil O’Sullivan, Newmarket’s Marketing Director explains, “Our first contact with a customer is increasingly when they receive an email from us, whether that’s promoting a specific tour, or launching our new catalogue for the following year.”
Customer value to the business is measured in terms of the cost of holidays taken, and clearly one of the best measures of success is the company’s level of repeat business. Newmarket aimed to reengage and retain previous customers through targeted emails, as well as upselling customers from one kind of holiday to another.
Newmarket Holidays chose to use dotmailer as its email service provider when it first started sending mails in 2010. The reasons for its selection were based on the platform’s technical benefits, such as ease of use and usability, as well as the ability to segment emails precisely and analyse results.
Newmarket’s marketing team are able to constantly monitor how people react to different parts of each email, to different messages and to different layouts.
While industry average open rates are between 23 per cent and 28 per cent, Newmarket has seen some go as high as 40 per cent and more. The company’s retention programme has coincided with increased turnover of the company – over 50 per cent between 2010 and 2013 set against a passenger number increase of less than three per cent.
dotmailer’s service has grown to become both Newmarket Holidays’ sole email platform and its primary means of customer engagement, empowering the company to send over one million marketing emails a month.