Isles of Scilly Travel
what we did for them
Chris Rickard
Isles of Scilly Steamship Group
MailAway are on the ball and have a great package, no heavy handed sales techniques, no special offers, no shameless self-promotion, just a clear and unambiguous service and one that is available and works. The assistance you receive is first-class and well worth the effort.
A real pleasure doing business with you as it made it so easy for us, thanks guys!
Isle of Scilly Travel fly from 6 UK airports and sail from Penzance to St Mary's
Plane sailing to the Isles of Scilly just got a whole lot easier...
The Challenge
Our marketing department wanted to send a regular email newsletter, with previous efforts managed solely in-house I knew that the time involved in data collection and software programming meant we needed something different to streamline the job. I’d had some information relating to cloud-based offerings and provided it could manage our databases effectively (sorting, categorising, reporting, etcetera), as well as our subscriptions it seemed a logical choice. It was also important that any such system would allow the addition of customer details direct from our websites seamlessly.
On a whim I contributed to a discussion on LinkedIn asking for any product recommendations and stated that, personally, I was very wary about email marketing and was working to a reasonable budget.I was quickly contacted by Anna who told me to ‘come along to one of our workshops and find out all you need to know…’
The MailAway solution
I attended the next MailAway workshop I could and was impressed with the knowledge and specialism of the presenter and my even slightly difficult technical questions were suitably answered. In conversation with Anna after the workshop, it became apparent that MailAway were more than able to offer our group a great deal more than just a platform to send our campaigns from, so we started talking.
We had set ourselves a very tight timescale to work to and MailAway helped us to achieve this. On searching through our databases it became apparent that we had a lot more email addresses than we first thought – Anna warned us that this could result in a higher than average bounce and unsubscribe rate. Surprisingly however, we got great results even on the initial send.
The results
To date we have achieved a 40% open rate on the first email – and the help that we were given was a big factor, brainstorming a good subject line for example! The great results didn’t end there, we have had a 36% click through rate, people sharing the email through social media and a 1% unsubscribe rate, with even fewer marking the email as spam. I was extremely happy with the design and setup and our Marketing Department are impressed with the detail of the reporting, but also the feedback from Anna.
For example; “fares” and “special offers” are the highest words clicked on and this tells us that our customer base is, perhaps, more money sensitive than we’d envisaged. This knowledge will help us improve campaigns in the future and add real value to our clients.
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