HostelBookers
HostelBookers generate 150% database growth through effective email signup process
Highlights
- 150% database growth through effective signup process
- 20% increase in Facebook following
- Cross-channel campaign improves customer engagement
7 cities is one of the most successful campaigns we’ve run to date. It demonstrates that cross-channel marketing, when strategized and implemented properly, is the way to go. Email combined with social is a great promotion and customer retention mechanism. We are glad that we have engaging content to back it up and the right technology provider to make it happen. .
Dan Zbijowski, HostelBookers Campaign Manager
Customer Profile
HostelBookers is the leading budget accommodation website in the travel industry not to apply a service charge and is, on average, 8.7% cheaper than its nearest competitor. It features over 20,000 hostels, cheap hotels and budget properties on its website in over 3,500 destinations across the world.
Challenges
- “7 Cities” Campaign
HostelBookers wanted to use email and social media to develop a cross-channel campaign that would allow them to achieve two major goals: - Retention
Enhance the relationship with the existing users by offering a chance to win a unique personalised travel experience. - Acquisition
Use email as a push mechanism in combination with the viral power of social media to grow the customer base through friends’ referrals.
Tactics
The concept of the campaign was to offer the customers a chance to win a trip to one of their seven favourite cities. Recipients were asked to enter their email address and specify the city of choice to enter the draw to win the tickets.
Upon submission, the entry form created with the help of the emarsys interactive module changed to a special landing page that redirected people to the company’s Facebook page, driving new fan growth.
Results
- The initial email campaign that went out to customers in 6 languages returned an impressive result. On top of the 14,000 participants that were existing customers, 27,000 new customer contacts were generated.
- In total, since switching to emarsys from their old provider HostelBookers grew their database by over 150% through implementation of an effective sign-up process.
- The social links in the campaign emails generated over 1,500 Facebook “Likes” propelling the company’s Facebook fan base forward – in under a month seven thousand new fans joined their company pages, increasing the total number by 20 percent.
