Targeting outreach at speed and scale

To solve the challenge, Ten Group selected Campaign — a digital marketing platform that enables marketers to segment, design, launch, and measure the outcomes of multichannel, digital campaigns rapidly and with minimal manual effort.

“Because we serve the financial sector, security was a key consideration for our digital marketing solution,” explains Allan.

Today, Ten Group combines data from its customer relationship management platform with contextual information such as home addresses, browsing behavior on its online concierge platform, and booking histories to create fine-grained customer segments.

“When a major artist announces a tour, we contact the thousands of pre-registered fans that we have on our system, as soon the dates are released,” says Allan. “In the distant past, our lifestyle managers had to contact each person one-by-one when tickets went on sale, which was an extremely time-consuming process.

“While our previous email marketing tool enabled us to create segments using static tags uploaded to a database, we can now use the constantly updated data we store in a one-to-many relational table, which enables us to run a query to update interested customers via email. The whole process from tour announcement to deployment now takes less than 30 minutes. We estimate that our new way of working is five times faster than the previous system we were using — freeing my team to focus on delivering more personalized campaigns per day.”

With the Acoustic solution supporting its marketing process, Ten Group can build campaigns with dynamic fields for copy and images so that even within a segment, recipients can receive emails which are even more personalized to their preferences. And with integrated analytics, the solution helps the company assess the performance of its outreach, enabling the team to quickly make adjustments to keep campaigns on target.

The Acoustic Professional Services team helped Ten Group implement the solution, and provided comprehensive training on how to make the most of the platform. By gradually and methodically warming up Ten Group’s IP addresses, the Acoustic Professional Services team helped the company build an excellent reputation among ISPs and establish healthy sending patterns — ensuring the deliverability of Ten Group’s email campaigns.

Allan adds: “As well as equipping us with the ability to drill down into the results of our campaigns, the Acoustic solution is highly flexible and scalable — enabling us to support the multiple languages and character sets we need to drive our global expansion.”

“We have cut the time it takes for our teams to create mailers and notifications, which in turn enables us to send more targeted messages every week.”

Catherine Allan, Content Director, Ten Group

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