Classic British Hotels invests in RedEye's behavioural email marketing

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Classic British Hotels, the online quality hotel group, is investing in behavioural email with RedEye to optimise its email marketing strategy.

The company has appointed RedEye, the specialist in email and website optimisation, to run a series of behavioural email campaigns.

As well as welcome emails, subscribers to Classic British Hotels will receive emails relevant to hotels searched online, bookings started and trips previously made. Classic British Hotels hopes the campaigns will improve email engagement with online customers and turn email into a long term revenue building channel.

Andrew Furlong, Head of New Business at RedEye said, “In a recent study RedEye did, only 15% of travel companies implemented pre-purchase behavioural email. This is a real shame. Using simple behavioural email campaigns such as booking abandonment or search related triggers, we’ve seen travel companies double revenue generated from email. Post-holiday triggers can be equally effective. Our travel clients have achieved open rates as high as 70% and click rates over 25% using such triggers.

“Segmenting customers based on online user behaviour is the only way to send highly relevant communication that will engage users, improve sender reputation and drive email revenue. We are very excited about working with Classic British Hotels and are confident we can generate impressive results for them.”

Nicola Rhone, Marketing Director at Classic British Hotels said, “At Classic British Hotels we pride ourselves on being a hallmark for quality, and it’s extremely important our email marketing represents this. RedEye’s behavioural email service means we can send highly relevant email marketing campaigns that will benefit our customers as well as our business.”

Classic British Hotels join a portfolio of travel clients running behavioural email campaigns with RedEye including Monarch, Budget, Haven Holidays and Macdonald Hotels.

To find out more about RedEye’s behavioural email service visit
http://www.redeye.com/services/behavioural-email

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