Client Case Wellness resort Thermen Bussloo Add to Favorites & Tripolis Solutions
Thermen Bussloo is one of the top sauna, beauty and wellness resorts in the Netherlands, and is located on Bussloo Lake near Apeldoorn. Here on the Veluwe, the resort provides total relaxation for its guests with an unforgettable day of wellness. The wellness resort was opened in 2006 and was expanded in 2012 with a wellness hotel. E-mail as most successful marketing channel Via its reservation system, Thermen Bussloo collects personal data from its guests, such as gender, frequency of visit, and age. It enriches this profile with data about the treatments and purchases enjoyed by its guests at the resort. By linking this database with its e-mail marketing software, Thermen Bussloo can send personal and targeted e-mails. With Add to Favorites as sparring partner and Tripolis Dialogue software, e-mail has been the most successful marketing channel for years, providing the highest conversion and the lowest costs. Event-driven campaigns Together with Add to Favorites, Thermen Bussloo has set up various event-driven campaigns in Tripolis Dialogue. * Mailings that are sent just before and just after a visit via marketing automation. These pre-fun and after-fun e-mails create an extra perception of the wellness visit and ensure brand loyalty. They also provide valuable feedback that Thermen Bussloo uses to further improve its services. * Mailings surrounding special events, such as birthdays, Valentine s Day and Mother s Day, which generate a great deal of extra revenue. Encourage repeat visit Every sauna visitor recognizes it: that feeling of absolute relaxation. We should do this more often is a much-heard statement during a visit to the wellness resort. In reality, this unfortunately doesn t happen as often as it should. This is the newest challenge that Thermen Bussloo is taking on with e-mail marketing. With a personalized retention campaign, Thermen Bussloo wants to inspire its guests to come back for a repeat visit in the near future. The campaign The idea of the campaign is simple and occurs entirely automatically. Shortly after the visit, the spa guest receives a reminder that recalls the relaxed feeling of that day. The e-mail also contains an attractive offer that should entice guests to immediately book again. The guest relives the wonderful day and also feels special due to the exclusive offer. This is how Thermen Bussloo pampers its guests even after their visit. The perfect combination It goes without saying that a well-designed mail is a requirement. Inspiration is a crucial part of all communications from Thermen Bussloo. After all, it s all about the experience.
Using a multivariate test, the perfect timing and proposal could be determined. And the timing of the message must be perfect. The question is: when is a guest most receptive to the retention campaign? Shortly after the visit, when everything is still fresh in their mind? Or a little later, when there is perhaps more of a need for a next wellness visit? Finally, the proposal must be properly adjusted. Which offer makes the guest more motivated to make another booking? Which proposal delivers the highest revenue at the end of the visit? To determine the perfect timing and proposition, Thermen Bussloo and Add to Favorites have set up a multivariate test focused on part of the total file. This is done to test various designs, delivery times and proposals on a small part of the database. The results of this test eventually determine how the campaign will be designed. Design Special e-mails have been developed for the campaign. After tests with various visuals and designs, the e-mail displayed here has been selected as the winner. Delivery time Three delivery times were tested: 2-4 weeks after the visit; 4-6 weeks after the visit; 6-8 weeks after the visit. The group that received a mail 2-4 weeks after their visit came out on top. This group also had the highest average purchases per person. Exactly as Thermen Bussloo had predicted.
The combination of the best design, timing and the best price provides a very high ROI. Proposal Four different price proposals, in which the recipients could book a repeat visit at various rates, were tested. Regular ticket price 50% discount 70% discount a free ticket Results The retention campaign that combined the best design, the ideal delivery time and the winning price proposal provides a very high ROI. The open rates of the automated campaign are far above Thermen Bussloo s benchmark. In addition, the click rates are higher than with regular campaigns, which already scored well. Here, the proposal with a 50% discount delivered the best results. The conversion rate is high and the average consumption is ultimately higher than that of the cheaper proposal of a 70% discount. You might expect that a free ticket or the cheaper proposal would provide better results. But the free ticket actually led to many questions and suspicions. From the recipient s viewpoint, there is apparently a difference between a valuable offer and one that is too good to be true or cheap. The multivariate test has quantified this intuitive boundary. Summary of the case Objectives Challenges Solutions Results Increase turnover from repeat visits Transition from print to digital, integrate data files Activation campaign and new booking system All 150,000+ subscribers receive personal and relevant mailings Increase effectiveness of e-mail campaigns Find the balance between commercial and communications objectives Segmented e-mail marketing campaigns with a fun element and an up-sell element High conversion rate, four times as many bookings Design the optimal retention campaign based on data Keep the quality of the contact database high Coupons as activation element to be offered proactively to 4,000 customers weekly Very high quality database file Create strong ties with the guest Convince management of the power of online marketing Personal pre-fun and afterfun e-mail campaigns Full e-mail plan and eventdriven campaigns
Who is Add to Favorites? Add to Favorites helps organizations build and maintain long-lasting and and personal client relationships. Adding value for your customers is only possible with good communication at every stage of client contact. Which is exactly why e-mail is an invaluable channel: It allows for personal communication at the right moment. In conjunction with our clients we offer with specialist advice, technology and execution everything that is needed to create the right message coming in at the right time for every single recipient. Add to Favorites thé e-mailspecialist Contact person: Joris de Bruijne +31 (0)30 755 1560 info@addtofavorites.nl www.addtofavorites.nl
Questions or comments? Lianne Creemers Marketing Manager Tripolis Solutions B.V. +31 (0)20 747 0 111 info@tripolis.com www.tripolis.com