Camping & Caravanning Club get personal with their content

Delivering content that’s relevant to each recipient is the Holy Grail for email marketers. Etelligent has shown the Club how to do it simply and easily.

If your inbox is like most people’s it’ll receive a veritable bombardment of messages every day. And like most people you’re probably likely to open the ones which are most relevant to you.

That’s the Holy Grail for email marketers – delivering email content which is as personalised and relevant to its recipient as possible, to maximise opening and conversion rates.

This is how the Etelligent have helped the Camping & Caravanning Club achieve above average opening rates for their email campaigns. Camper, caravanner or not, everyone knows of the Club: they have over a third of a million members, offering benefits from special campsite rates to legal advice, heaven forbid you need it!

Being a club, they collect a good deal of data when people register – including the ages of any children and whether they are a ‘tenter’ or a ‘caravanner’.

It’s using this data that they, through Etelligent, are able to deliver emails with relevant content. We’ve set up their system so that people who have tents, for example, receive offers and advice specifically to do with camping and campsites as opposed to caravanning and caravan-sites.

Their members therefore have come to trust that the Club’s emails will give them something interesting every time, and their opening and click-rates reflect this.

But what if you’re not in the happy position of having profile data about your customers or members? What if you only have, say, a name and an email address, severely limiting your ability to send targeted email?

How do you collect more information about what sort of person they are and what sort of email content might interest them, and therefore make them responsive?

Well you could do a questionnaire, but that’ll probably be completed by quite a small proportion of your database, so you’ll still end up blanket-mailing the majority.

Well, Etelligent to the rescue! Our system gets to know your contacts by capturing what they click on. So if you have a link with the text, say, ‘children go free’ in your email, it’s a safe bet that people clicking on that have children. Etelligent stores away the data about which contacts have clicked on what. Then we can help you set up future emails so that those people get ‘family offers’. They will not even know even know that you’ve targeted that content towards them, but they will hopefully be interested in the offer, click and buy.