Bales ramps up email marketing efforts

Luxury tour operator Bales Worldwide has brought in specialist software to run its CRM programme after admitting previous efforts had failed to make a significant impact.

The Doking-based operator, which has around 140,000 customers, will use Neolane system for all customer marketing duties from May 2007.

It is hoped the implementation to run email and direct campaigns will reduce the amount of time it takes to produce a marketing message for clients from weeks to hours.

Bales said existing email marketing had been “hit and miss” after relying on what it called classic, high volume campaigns.

Raymond Howe, marketing communications manager at Bales Worldwide, said: “Neolane will enable us to hyper-segment our customer database and run many thousands of mini-campaigns, tightly targeted to our customers’ holiday preferences; stimulating interest, interaction and sales.

“As well as helping us to reach our regular customers more effectively, we hope that our more relevant communications will re-awaken lapsed customers too.”

The Bales win for Neolane adds to a client portfolio including Accor Hotels, Packard-Bell, Virgin Megastores and EMI Music.

Neolane managing director Neil Anderson said: “By ensuring campaign relevance through personalising content and closely targeting their communications, our customers have significantly improved the success of their customer marketing activities.”

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