CreatorMail Triumphs at Data Strategy Awards with Grand Prix Win

November 2011

Pioneering behavioural e-marketing business, CreatorMail, was crowned Grand Prix winner at this year’s Data Strategy Awards held at Lancaster London. The top spot was awarded following wins in the Travel & Leisure and Behavioural Targeting categories for its innovative work with travel company, Thomson. This takes CreatorMail’s outstanding tally of top industry accolades to 35 - achieved in less than five years - which include DMA multiple gold awards for four years running in e-CRM, Travel & Holidays, Data Strategy and eMail Marketing.

“It’s great to be recognised by fellow industry colleagues in this way for our hard work and accomplishments. And clearly we are doing something right! This year’s awards were fiercely contested which makes the successes even more special,” said Mark Brennan, managing director of CreatorMail.

The winning Grand Prix entry was for the Thomson Holiday Seeker Conversion Programme which uses 1-2-1 email communication to assist active holiday seekers to find the perfect holiday. By harnessing online engagement data, the programme identifies red hot prospects looking to purchase and responds with emails with personalised content, delivered with the right tone, frequency and at the right time. Results achieve staggering channel metrics with massive open rates, 42% active engagement, with incremental conversion far exceeding other online or direct response activity.

“Personalisation of the communication is the most important aspect of our email programmes. By creating a single digital customer view, we are able to understand what people are really looking for and can assist with refining these wishes by offering suggestions based on previous behaviour. In turn, this provides a better service, faster return on investment and builds customer loyalty,” added Brennan. The judging panel, which included representatives from some of the UK’s biggest brands, commented that personalised, relevant and timely content is more likely to be responded to but that not all brands achieve this.