Warner Breaks announced today that it has seen a return on investment of over 2000% on their email marketing since they began working e-rm, now part of RedEye. Average open rates have increased to 46% and the email campaigns have generated over 1,900 online bookings.

The company, part of the Bourne Leisure Group, which owns Butlins, Haven and British Holiday, predominantly appeals to the over 50's market, traditionally a difficult audience to reach online, however this age group has recently seen a massive increase in internet use.

Warner Breaks used to manage email marketing in-house but realised it needed external expertise to make its campaigns more creative, targeted, relevant and timely and improve results. In February 2006 it appointed e-rm, now part of RedEye, to manage and deliver its email marketing programme, together with Sonaa, a London based digital agency, to produce fresh email creatives.

The focus has been on implementing an automated event driven email marketing campaign, aimed at maximising revenue from Warner Breaks' existing customer base as well as attracting new customers through timely and highly targeted emails.

The initial campaigns focused on sending new customers welcome emails and existing customers targeted email newsletters, informing them of special offers relevant to products they have previously bought or expressed interest in and seasonal promotions throughout the year. The campaigns have evolved to cover all customer touch points including holiday pre-arrival information, welcome home re-booker offer and guest questionnaires.

RedEye also worked with Warner to update its existing database, advising which cold data to buy and then testing the different data sources to find the most effective bought lists and most relevant segments for customer acquisition campaigns.

The performance of each individual email is then tracked using RedEye's reporting tools to measure key performance indicators and gauge the success of the campaigns. Viral email marketing has played an important part of data collection, with existing customers referring friends and relatives.

To improve deliverability, RedEye works closely with Warner to prevent ISP blocking and with Sonaa, to ensure email creatives are correctly coded and that the quality of the HTML is suitable, yet stays within the style of the brand.

The email campaigns are being run along side a significant increased investment in affiliate marketing, online media planning and search marketing; all contributing to an year on year increase in online sales of 49%.

Matthew Finch, Online Marketing Manager, Warner Breaks said, "Email is an important part of our online marketing activity. RedEye's level of bespoke personal service, email marketing expertise and technical ability, has transformed our campaigns."

Jonathan Kay, Managing Director at RedEye, commented: "Online marketing is increasingly competitive. Warner Breaks recognise that for its campaigns to be effective, they must be timely, targeted and relevant, and this is where RedEye has really added value to their business."

For further information please contact Cath Swift, RedEye on 07801 817 451 or Cath.swift@redeye.com

• Since 1997 a host of leading UK businesses have trusted RedEye to help them generate more revenue, get better returns on their marketing spend and improve their customer loyalty including Asda, The AA, BBC TV Licensing, Warner Breaks, Kwik Fit, npower and William Hill.
• With RedEye clients get more than just software and solutions, we are part of their team, dedicated to ensuring they achieve their online business objectives.
• We give them visibility of all aspects of their online business, identifying opportunities to grow, and providing the support and tools to deliver highly targeted and perfectly timed communications to their customers and prospects
• Services include ad serving, search marketing (SEO and PPC), affiliate management, web and campaign analysis, profiling and segmentation, data brokering, data capture, data cleanse and email and sms marketing.
• RedEye bought email marketing agency, e-relationship marketing (e-rm), in 2005. RedEye is now one of the UK's largest email broadcasters.

ABOUT WARNER
Warner Breaks offers UK short themed breaks with top class entertainment and a range of indoor and outdoor activities for adults. Warner Breaks has thousands of loyal customers, many of which return time after time, year after year to the extraordinary choice of six Historic Grade 1 and 2 listed Hotels, three Character Hotels and four Coastal Resorts.

Three-night weekend and two and four-night midweek packages offer great value for money, being on a half board basis and including a full programme of live nightly entertainment, superb leisure facilities and a wide choice of recreational activities in beautiful landscaped gardens and grounds. For further information about Warner call 0870 601 6012 or visit www.warnerbreaks.co.uk.

Published on: 12:00AM on 18th September 2006