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Best Email Sales Alert:
Silver Consumer (tie)
Intrawest Snow Report
Brand/Client Side Team:
MarketingSherpa Summary - Why They Won:
Talk about targeting! Possibly the biggest battle most email departments face is demands from the marketing team to "send this offer to the whole list!" Intrawest developed an automated system (easy processes = smart marketing) to ensure sales alerts would be targeted to just the consumers most likely to respond.
From Their Nomination Form:
Intrawest is a world leader in destination resorts and adventure travel. With over 8.0 million annual skier visits on 10 mountains, thousands of golfers on 36 championship golf courses, thousands more visiting lakeside and ocean beaches and now offering adventure travel around the globe through Abercrombie & Kent, Intrawest is positioned among the leaders in the leisure industry. Audience: For skiers/snowboarders who live within 150 miles of an Intrawest ski resort who may be interested in getting to the resort/slopes if the snow conditions meet their needs/desires. Goals: Drive incremental revenue by attracting locals to the nearby ski resorts- Create real-time information and value-added services (ski conditions, weather reports, special offers) to increase customer loyalty and retention; Upsell to lodging.
This snow report campaign is unique because it is an extremely sophisticated and successful program that is triggered by each individual resort when snow data/conditions are entered. The report is delivered to the appropriate audience based on customer preferences which include: Frequency -- customer can choose day of week to receive email; Amount of snow -- customer only receives email if their snow preferences are met; Location -- customer will receive the email if they live within 150 miles of resort. Ski resorts are constantly looking for new ways to boost revenue in an intensely competitive market ' and skiers are consistently wary of bad snow conditions and more likely to make plans at the very last minute to pursue mild weather or a wild deal.
Sorry, the judges promised this winner that we would keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!