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XO maps out personalized transactional emails that drive sales and deepen customer relationships.
SBE is a multi-national hospitality company operating more than 50 venues worldwide.
XO created a data collection infrastructure that aggregated data from all of the group's online and offline properties into a central database. Using that data, XO executed segmented email campaigns targeting behavioral data from users already in the database. That behavioral data could include:
(1) Actions such as having made a certain type of transaction in the past or having engaged with the brand's communications over x types in a certain period
(2) Passive actions such as having a birthday coming up
(3) Passive inactions such as not having engaged with the brand either through a transaction or presence at one of their venues in x weeks
The email campaigns were predominantly used to target customers for e-commerce ticket sales for ticketed events such as artist performances, seasonal events (e.g. Halloween, NYE, Miami Music Week) or celebration packages (e.g. Birthday, Bachelor(ette) in Los Angeles, Miami and Las Vegas.
Through the use of XO's strategy and data-based execution, the weighted average ROI on the allocated marketing budget for email marketing, was 6.7x over the past 25 months.