Success StoriesThe success stories of two diverse organisations provides an illustration of how successfully our eMarketing team has utilised the people, processes and technology at our disposal.
Striata assists companies in communicating with their customers effectively in an electronic environment. We specialize in integrating communications over email, mobile devices and the internet - facilitating the distribution of millions of messages to recipients each month.
With the focus on customer retention and customer relationship management, Striata has a proven track record in developing effective campaigns for various industry verticals. Customer service and consultation is a priority, where the main objective is constant improvement and innovation.
Cinema exhibitor gains significant value from Striata’s electronic messaging solutionSouth Africa’s largest cinema exhibitor enlisted Striata’s eMarketing services for the delivery of marketing messages by email. They have since experienced a significant improvement in email delivery rates and now have the ability to incorporate members’ email based activity into their marketing statistics.
Striata’s eMarketing division customised its services to function with the cinema exhibitors existing campaign management software and database segmentation tools and by working closely with the cinema exhibitor’s outsourced software development agency, Striata managed to develop and implement an effective, integrated workflow process.
Striata delivers over 1.6 million emails to members on a monthly basis. Comprehensive
reports are delivered once each campaign is complete, giving the cinema exhibitor an accurate idea of its movie club members’ activity – from marketing message to ticket purchase.
Reports provide detailed feedback, such as average time the email is opened, most popular day the email is opened, as well the average amount of times each user has opened the email. This information helps when deciding what day and time is best to send the email to ensure maximum response.
As part of the setup process, Striata passed the database through its email hygiene tool.
The email hygiene tool does the following:
- Corrects common email address formatting issues.
- Corrects common mistakes made on entering/typing domain names.
- Flags dead domains.
- Updates if domain has gone through a company name change.
This process decreases the bounce rate by at least 11%, thereby increasing the penetration of the cinema’s communication considerably. Striata pulls data from their database minutes before the communication is sent - this ensures that the most up-to-date information is used.
Striata drives effective, personalised and automated communication for loyalty programStriata created an effective, efficient and personalised automatic communication solution for South Africa’s leading multi-partner rewards programme. They required a high degree of customisation and automation in their communications.
The main objective was to improve customer relationship management via email communication - targeting offers, customising content, speeding up and improving communication with members via triggered emails, in response to data received.
The main objective for the loyalty programme, was to provide information to customers based on their rewards balance, as well as to provide a platform from which profile information can be collected from them – allowing for future targeted and customised communication to be sent to each individual, according to their profile and the rewards they have earned - thus ensuring that only relevant information is sent to each person.
Automatic provision of communication was also necessary – including an SMS facility for individuals to check how many rewards they have earned, welcome emails when individuals or corporates join the loyalty programme, a notification to dormant members and a notification to unsuccessful bids placed on their auction site. They also required feedback data in order to track a customer’s path from the initial email, to purchasing on the site. This functionality allows for trends analysis, ROI investigation, etc.
Striata built a profile database, allowing for specific, relevant data to appear in every email, based on each member’s profile (such as including each individual’s reward balance within the email). Data is referenced according to specific criteria - allowing for certain, relevant products to be displayed, depending on an individual’s reward balance. Furthermore, interactivity is encouraged by including polls within the emails, where customer’s opinions are gathered on various topics.
Additional functionality has been implemented, involving automatic triggers, which are based on lifecycle touch-points, these include:
- Immediate welcome email triggered when individuals/companies become members.
- ‘Membership dormancy’ email reminders sent once a month to members whose accounts have been inactive over a pre-determined period of time.
- Email responses sent where registration has been partially or incorrectly completed – maximising membership.
- Short Code SMS facility, allowing members to check how many rewards they’ve earned. The database is updated daily.
Each email is tracked (open rate and click rate) and the database is cleaned with Striata’s hygiene script, which cleans known domains according to common formatting and spelling errors. Striata also provides customised reporting , allowing for analysis of the activity.
The reports include individual level reporting, based on the following:
- If an email was cleaned.
- If the email was successful/undelivered.
- If the individual opened the email.
- What links each person clicked on within the email.
Maximum delivery of email communication to members is guaranteed by Striata technology and infrastructure, through its ‘whitelisting’ (registration of a ‘from address’ as a reliable email sender that does not send spam) with the major local Internet Service Providers (ISP’s), ensuring safe delivery.
The loyalty programme has experienced a significant membership retention by encouraging interactive communication with their members, via Striata powered, highly customised, personal emails. The automatic triggering of email responses to members on the basis of absolute relevance ensures that members maintain their interest and this also fosters loyalty to the rewards programme and the retail partners.