Achieving 80% open rates with targeted email campaigns

by Maria Mihajlovic

Posted on 08-01-2018

When Saga PLC—a provider of prod­ucts and ser­vices like insur­ance and hol­i­days for peo­ple over the age of 50—came to the real­i­sa­tion its cus­tomers were no longer the direct-mail/­gener­ic email lov­ing 50+ demo­graph­ic of yore, it need­ed to quick­ly and dra­mat­i­cal­ly trans­form its mar­ket­ing strat­e­gy into a per­son­al­ized, dig­i­tal-first cus­tomer experience.

Saga turned to Adobe Expe­ri­ence Cloud in hopes of bet­ter under­stand­ing the dig­i­tal behav­iours of its tar­get mar­ket while craft­ing an expe­ri­ence that reached both online and off, tai­lored com­plete­ly to per­son­al needs.

What cus­tomers real­ly want
“For [Saga] to suc­ceed, the most impor­tant thing is to lis­ten to our cus­tomers and devel­op a deep under­stand­ing of what they tru­ly need, whether it’s a new home insur­ance prod­uct or an all-inclu­sive South Amer­i­can cruise.”

Saga also enlist­ed Adobe Cus­tomer Solu­tions to imple­ment a new loy­al­ty pro­gram launch—in a tight dead­line of only six months. Now empow­ered with Expe­ri­ence Cloud solu­tions includ­ing Adobe Ana­lyt­ics, Adobe Tar­get, and Adobe Cam­paign, Saga can inte­grate online and offline cus­tomer data for a more com­plete and accu­rate view of its customers.

Real results at speed
After ignit­ing the new loy­al­ty pro­gram, Saga imme­di­ate­ly also start­ed tak­ing advan­tage of the seam­less inte­gra­tion between Cam­paign and Ana­lyt­ics to get a com­pre­hen­sive, real-time per­spec­tive of inter­ac­tions. The mar­ket­ing team has since cut its cam­paign dis­tri­b­u­tion time from five days to just one hour, while cus­tomer click-through data feeds back into Ana­lyt­ics and fur­ther inte­gra­tion with Tar­get enables A/B test­ing of mes­sages to dri­ve even stronger returns.

“With automa­tion and insights from jour­ney start to fin­ish, Adobe Expe­ri­ence Cloud helps our mar­keters look at the con­nec­tion between emails and traf­fic or engage­ment to opti­mize the new loy­al­ty cam­paigns,” says Day.

Expand­ing use among oth­er brands
After real­iz­ing suc­cess at the par­ent-com­pa­ny lev­el, Saga sub-brand, Titan Trav­el, turned to Adobe Expe­ri­ence Cloud and Adobe Cam­paign as well, soon pro­duc­ing an increase in email open rates up to 80%, while its reliance on paper dropped sig­nif­i­cant­ly fol­low­ing the 33% decrease in annu­al direct mailings.

“With Adobe Expe­ri­ence Cloud, we’re inte­grat­ing offline and online chan­nels to reach cus­tomers more effec­tive­ly,” says Dan White­house, Saga’s Direc­tor of Trav­el Mar­ket­ing. “Data is avail­able with­in an hour, com­pared to 48 hours for our pre­vi­ous solu­tions. That leads to much faster tar­get­ing and per­son­al­ized communications.”

Read the full suc­cess sto­ry here:

Topics: Digital Transformation, customer experience, email marketing, Saga, Titan Travel, travel marketing, UK, UK Exclusive, Digital EMEA