Butlins launches novel email strategy

UK holiday company Butlins has appointed online behavioural specialists RedEye to drive forward a broad and innovative email marketing strategy for 2008/9.

RedEye will work alongside the in-house direct marketing team to set up strategic marketing initiatives to improve customer engagement in the online channel.

Alicia Coghlan, Direct Marketing Manager at Butlins, said: "Email is the key tool for Butlins to ensure that we communicate directly with customers and prospects and extend their lifecycle with us.

"We are keen to move away from a purely tactical attitude to email to a more broad-ranging strategic approach, focusing on improving customer interaction and enabling us to be tactical when required".

As part of the overall strategy, Butlins and RedEye will focus on a series of initiatives, including developing a new online segmentation system, behavioural and automated email marketing.

RedEye will also undertake a creative review of both the Family and Big Weekends newsletter templates and improve deliverability through a bespoke email deliverability strategy.

Coghlan added: "It is RedEye's commitment to improve response, ROI and customer engagement with results based SLAs that has most impressed us".

RedEye's Commercial Director said: "Improving customer contact by email and brand is an innovative approach which is already generating significantly enhanced results.

"RedEye works to improve response, ROI and customer engagement, rather than just measuring volume and speed of delivery and the results we have already seen with Butlins justify this approach".

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