Customer relationship management (CRM)
Cumbria Tourism currently holds a consumer database of 271,000 contacts who are either interested in or have visited the Lake District and Cumbria before. This is an incredibly valuable resource to CT that we use throughout the year to attract new or lapsed visitors and to retain existing loyal visitors to the area.
Acquisition
In addition to acquiring new leads through our media campaign activity (link to media campaign page) and PR (link to PR page) we also undertake CRM activity to acquire new leads.
Recommend-a-Friend: We regularly invite our current contacts to recommend a friend who they think would like to receive information about the destination. This means we receive new leads with a similar profile to our current contacts and who will possibly have a similar propensity to visit. These new leads then receive a direct mail piece encouraging them to visit the destination and to tell us more about their preferences (e.g. food and drink, culture, outdoors, preferred type of accommodation etc).
Retention
The majority of CT's CRM activity focuses on looking after our loyal visitors by providing them with regular communications and information, giving them further reasons to return here and not choose to go elsewhere. To do this job we are developing our database of enquirers and bookers from both on and offline channels.
Booker Communications: When someone books online through the golakes website, we send a confirmation of their booking by email. In this communication there are cross-sell messages and links to further information about the area.
Pre-visit pack: Two weeks prior to their visit we send a direct mail piece to the visitor to cross-sell and promote the whole county. This includes a booklet of special offers vouchers to use while they are here and encourages them to travel around and experience more of the tourism product on offer. We also ask them to opt-in to receive further information from us in the future, so we can communicate with them on a more regular basis. To participate in the voucher booklet contact our CRM Executive, Gemma Oxley - see contact details below.
Post-visit email: Two weeks after their holiday we send an email to the visitor asking for feedback on their visit which they can submit online through our Facebook fan page (we currently have 5,725 fans). We also include an opportunity for visitors to Recommend a Friend as outlined above.
nb. as the e-personalisation aspect of the golakes site develops this will eventually push people to the golakes site to feedback instead.
Anniversary email: We also send an email one year later on the anniversary of their booking to try and create nostalgia and ultimately encourage a repeat booking.
Seasonal direct mail: Throughout the year we send out an on and offline version of our seasonal newsletter Inside Out. Due to the increasing size of our database only the hottest, highest value leads are selected to receive the direct mail piece. We send the e-version to our lower value contacts and to those who are most responsive to online communications. view latest newsletter
E-newsletters: Throughout the year we send out regular e-communications to our database of contacts. This includes six generic e-newsletters containing special offers and nine targeted e-newsletters based on CT's key themes (Food & Drink, Culture and Outdoors). We also send additional e-shots based on other preferences, e.g. a Valentine's e-shot to people interested in romantic breaks, a Family e-shot to families at the beginning of school holidays. view recent e-newsletter
The average response rate stands at 19.5% with some of our targeted e-newsletters receiving an impressive 23-24% open rate.
Advertising opportunities are available on our e-newsletters further information
For further information or advice on CRM, please contact Gemma Oxley on 01539 825015 or e-mail: goxley@cumbriatourism.org
