Global Resources: Global Email Campaign Execution
A Case Study in the Travel Industry
The Client
- A global tours and travel agency serving medium-sized groups across APAC, Canada, EMEA, the United Kingdom, and the US.
- Focuses on enhancing collaboration with partner travel agencies and optimizing consumer experiences.
- Interested in innovative strategies tailored for agents and end-users.
The Challenge
- Quick global expansion.
- Gaps in marketing lead management.
- Marketing process bottlenecks.
- Scalability of marketing tactics.
- Staff shortages: Lack of specialized internal resources.
The Solution
- Enlisted Macro—a global B2B marketing agency focused on email marketing execution with in-region resources.
- Macro delivered projects quicker by improving the process and alleviating execution bottlenecks.
Tech Stack
- MAP: Adobe Engage (Marketo)
- CRM: Salesforce Sales Cloud
- CMS: WordPress
Regions
- North America, EMEA, APAC.
Background
- Facing multiple challenges that threatened their email campaigns, the client sought a natural extension of their marketing operations team.
- Macro fulfilled that role, offering email marketing experts who got rid of bottlenecks and handled the client's tech stack.
- With Macro's expertise as a global email operations agency at your side, you too can execute your email marketing campaign quicker, easier, and aligned with your growth targets.
What We Did
Monthly Regional Newsletters
- Campaign Strategy - Targeting exclusively consumers, on a monthly basis in all regions with few customizations: Regional contest; translation; destinations.
- Macro Services - Campaign setup; HTML coding; design of titles, banners; rendering testing & logic QA; deployment; performance reporting.
- Calls-to-Action - "View our Itinerary"; "Read the Blog"; "See the Tours"; See on Instagram".
Email and Landing Page
- Campaign Strategy - These multi-step campaigns offer contests to capture leads via contests.
- Macro Services - Email campaign; landing page; form & follow-up email.
- Calls-to-Action - "Enter Now".
Monthly Sales Email
- Campaign Strategy - Promote the seasonal destinations with customized: Content; last minute deals; call-to-actions.
- Macro Services - Campaign setup; HTML coding; design of titles, banners; rendering testing & logic QA; deployment; performance reporting.
- Calls-to-Action - "Speak to your Advisor"; "See all last minute deals".
Addressing Challenges with Solutions
Lack of Local Execution Resources in EMEA
Macro's delivery team based in Romania augmented the client, offering availability in EMEA time zones.
As team, we focused on:
As team, we focused on:
- Email Campaign Creation & Execution
- Business Process Outsourcing (BPO)
Filling Gap Left Due to Email Marketing Manager Resigning
Macro assigned a senior consultant for staff, augmenting the client's management team in the interim.
The outsourced marketing operations manager was able to manage campaigns end-to-end.
The outsourced marketing operations manager was able to manage campaigns end-to-end.
Eliminating MarTech Stack Confusion
Macro identified redundant functionality of different marketing tools used, and saved costs by terminating those subscriptions.
Macro senior consultants identified and fixed several issues with the data integration of the Marketo marketing automation platform with Salesforce CRM. This provided faster leads to sales and enriched data.
Macro senior consultants identified and fixed several issues with the data integration of the Marketo marketing automation platform with Salesforce CRM. This provided faster leads to sales and enriched data.
Results
Long story short? Better email marketing!
- 20% more email engagement.
- 40% quicker execution.
- 45% savings in costs.
How We Work
Global Execution Teams
A natural extension of your team. Our global specialists dedicate their time to manage your campaigns, from end to end and depending on your needs.
Process Outsourcing
Outsourcing of the marketing process works best when you have a lot of little tasks that keep you stuck. Macro can take these tasks off your plate to speed up initiatives.
- List imports.
- Data clean-up.
- Lead assignment.
