Customers from around the world have stayed at the five-star luxury hotels operated by Meritus Hotels & Resorts, and the hotelier would like them to come back. So Meritus is expanding its reach across countries and languages with Adobe Campaign in Adobe Marketing Cloud.
Meritus chose Campaign because it wanted a proven digital campaign management solution that would integrate with its complex backend systems and be easy for marketers to use. Integration with Meritus’ Opera booking system enabled the company to centralize customer data, which helped eliminate many of the manual steps needed for email campaigns. Processes that used to take up to two hours per campaign can now be completed in 15 minutes.
Centralized data lets dispersed teams view data from Meritus’ three hotels in Singapore and Malaysia and segment customers right down to their room preferences. Plus, responsive HTML templates let marketers send personalized messages to any device, which is vital because of growing mobile use in Asia.
“The efficiencies and insights we’ve gained through Adobe Campaign have transformed our returns,” explains Ilias Chelidonis, E-Commerce Manager, Meritus Hotels & Resorts. “With Campaign, we can track conversion rates and see which guests made bookings through our emails, including gaining a view into which touchpoints they encountered prior to booking.”
With Adobe Campaign, Meritus marketers have successfully sent almost 360,000 emails over 131 campaigns. The team is particularly proud of the “birthday” campaign in which it sends emails to customers 45 days before their birthdays. Open rates are nearly 40%. Coupled with operational efficiencies Meritus estimates its ROI on Campaign is about 1500%.
You can read the full success story here.