Boosting engagement and building loyalty

By harnessing its guest data to personalize its digital marketing, Eldorado Resorts is re-engaging its audience and inspiring their long-term loyalty.

“By reaching out to customers who have not recently engaged with our emails through nurture campaigns at a steady cadence of around one message every six months, we’ve already measured a 50% increase in open rates,” explains Alexander. “We’re extremely confident that we’ll see similar improvements in targeted campaigns for hotel guests and regular players as we continue to use the segmentation and optimization capabilities of Campaign.”

Eldorado Resorts is now building up email marketing databases for its newly acquired properties.

“Using Campaign as a centralized subscriber repository, we are able to expand our email acquisition capabilities,” comments Alexander. “One of the first things we did following the recent acquisition of Isle of Capri Casinos, Inc., was to integrate preference centers into their websites similar to those already in place for our other properties, enabling us to capture insights into their customers’ contact details and preferences. Within a matter of months, we built up a marketing database for more than 20% of their monthly website visitors — an excellent result. As soon as we have validated this data against our opt-out and other suppression lists, we will be ready to start creating compelling campaigns for these properties in Campaign.”

By embracing a centralized and automated approach to email marketing, Eldorado Resorts has boosted email deliverability by 20% and cut the average time to create campaigns from weeks to days. In the days before Hurricane Maria struck Florida in September 2017, the company experienced an unanticipated benefit of faster customer communications.

“Our property at Pompano Park is rated for hurricane conditions up to category four — so when we saw that a category five storm was bearing down, we knew it was essential to close the resort until it had passed,” recounts Alexander. “Within just one day, we launched an email campaign to every guest in the area asking them to stay home and stay safe. Fortunately, Pompano Park suffered minimal damage, and we re-opened with an email campaign to welcome our guests back. Campaign played an important role in communicating with our customers during this critical time, further helping us to protect their wellbeing — and overall, it’s helping us to build closer relationships with guests across the country.”

Based on its successes to date, Eldorado Resorts is already looking to the future. The company is considering adding Acoustic Exchange (formerly Universal Behavior Exchange) to its digital marketing mix to map out the paths its customers take across its social media channels and websites, and identify ways to streamline their journeys.

“We think that AI technologies have the potential to transform the digital marketing space, and Acoustic is a clear leader in the field,” concludes Alexander. “As digital marketers, the less time we spend on repetitive, manual tasks the more we have to invest in understanding our customers and reaching out to them on a one-to-one level. Thanks to Campaign, we’re inspiring our guests to come back time after time.”

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