Poorly targeted email marketing
#1
Original Poster
Join Date: Jul 2007
Location: Berlin
Programs: BA Gold; Accor Plat; IHG Diamond-Amb; Meliá & HH & Marriott Gold
Posts: 5,450
Poorly targeted email marketing
I'm accustomed to receiving advertising mails from Accor that aren't particularly well targeted, but the two in my inbox this morning had me shaking my head. One was promoting two Novotels in the city I moved to some months ago, the other two Mercure properties in the same city. I should consider visiting "with the kids" because City X will surprise and delight me and "the little ones".
Accor, obviously, knows my address. Accor knows that, earlier this year (when I had a different address) I stayed in three of the four hotels they're pushing -- some of them more than once. So even ignoring my address I'm not a good target for "Have you considered visiting City X?" marketing. Accor can also see that I've never been accompanied by children when using their hotels.
Any 'better' examples?
Accor, obviously, knows my address. Accor knows that, earlier this year (when I had a different address) I stayed in three of the four hotels they're pushing -- some of them more than once. So even ignoring my address I'm not a good target for "Have you considered visiting City X?" marketing. Accor can also see that I've never been accompanied by children when using their hotels.
Any 'better' examples?
#3
Join Date: Feb 2011
Location: Asia
Programs: Krisflyer, Enrich, Marco Polo, Accor, HHonors, IHG
Posts: 610
Maybe the data tell them another story. There is business to be made for staycationers who would book a night or two in their own city over the weekends or holidays. I'd agree the email could have been worded more appropriately for such audience.
#4
Original Poster
Join Date: Jul 2007
Location: Berlin
Programs: BA Gold; Accor Plat; IHG Diamond-Amb; Meliá & HH & Marriott Gold
Posts: 5,450
My point was that Accor seems to be unusually bad at targeted marketing and to make rather poor use of the data they have. I was wondering if others here have examples that would tend to support or rebut that observation.
#5
Join Date: Jan 2011
Location: YYZ
Programs: Accor ALL Diamond, AC Aeroplan 25K, Nexus/GE
Posts: 2,731
That's about as useful as the surveys Accor sends me, designed for residents of the UK, and when asking me where I live, only allows options within the UK. They would clearly know from my profile that I live near Toronto, which I might add is still a fair distance from London, yet they somehow think I should receive a survey on the opinions and preferences of English travellers. I suppose we share a common language. But we know Accor doesn't know a bloody thing about IT, customer service, or quality in general, so I probably shouldn't expect them to understand geography either.
#7
#8
Join Date: Apr 2008
Programs: ALL
Posts: 128
That's about as useful as the surveys Accor sends me, designed for residents of the UK, and when asking me where I live, only allows options within the UK. They would clearly know from my profile that I live near Toronto, which I might add is still a fair distance from London, yet they somehow think I should receive a survey on the opinions and preferences of English travellers. I suppose we share a common language. But we know Accor doesn't know a bloody thing about IT, customer service, or quality in general, so I probably shouldn't expect them to understand geography either.
#9
FlyerTalk Evangelist
Join Date: Jun 2007
Location: Toronto
Programs: UA 1K, AC MM E75, Marriott LT Ti, IHG Dia Amb, Hyatt Glob
Posts: 15,519
As as a matter of fact, it’s worse than dynamic as you usually can’t even apply your points on the lowest rate available.