New York, NY
Direct Marketing Association
January 18, 2008
The Email Experience Council (eec), the Direct Marketing Association’s (DMA) email marketing arm, today announced Accor Hotels as one the five finalists for its Email Performance Award. The award recognizes an organization that has created an email marketing campaign that demonstrates the full power of the channel.
Working with Neolane, the global hotel operator implemented a new email system that allowed them to personalize email content based on customer preferences, behavioral data, financial data, booking history, and other factors - and to do it on a grand scale. In fact, Accor expected to generate more than 50 million dynamically personalized emails by the end of 2007. With better technology and better targeting, Accor was able to reduce its marketing expenses by nearly $500,000 and still generate higher revenues.
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