Multi-language Emarketing

Florida Keys

Summary

We designed and implemented an email strategy to distribute news to the UK and European travel trade, broadcasting a monthly email in four languages achieving open rates over 40%.

Background

KBC PR invited us to discuss digital marketing strategies for their North American clients. Their client news distribution to the UK and European travel trade was not having the desired penetration and there was no way to analyse their success. They asked us to deliver a branded HTML email for The Florida Keys and Key West in line with the destination identity.

Results

Using our experience in email communications we designed a template that would easily work for all language variations.

We also took care of broadcasting the email campaigns and with multiple subscriber databases we solved any list management worries by processing bounces and unsubscribe requests automatically.

We provided KBC with a comprehensive set of real-time reports that enabled them to measure the effectiveness of each email broadcast.

The campaigns for The Florida Keys and Key West in 2007 were opened by over a quarter of the recipients. The emails consistently achieved high open rates with some emails reaching in excess of 40%. KBC were delighted with the results of our email marketing strategy - it enables them to add value to their service and offers increased visibility for their client. The success resulted in KBC commissioning us to manage the email strategy for a number of their other clients.