SOURCE: StrongMail


May 25, 2011 08:00 ET

New Forrester Research Case Study Details How StrongMail Helped InterContinental Hotels Group Increase Revenue by 16% With Right-Time Email Marketing

Forrester Case Study Covers Right-Time Email Marketing Strategies, Implementation Tactics and ROI

REDWOOD CITY, CA--(Marketwire - May 25, 2011) - StrongMail, a leading provider of online marketing solutions for email marketing and social media, today announced that Forrester has published a new report titled "Case Study: InterContinental Hotels Group Consolidates Email and Data Management," which details the role StrongMail played in enabling IHG to become more customer-centric with right-time email marketing.

With such familiar brands as InterContinental, Crowne Plaza, and Holiday Inn, IHG is the world's largest hotel group by number of rooms. In order to better serve its customers, streamline operations and increase revenue, IHG embarked on a strategic initiative to implement the technology and processes required to transition into a real-time marketing organization. A critical part of the cross-organization project included consolidating its marketing and transactional email for all brands on StrongMail, integrating StrongMail with its Unica campaign management system, and unifying all customer data into a single database.

Forrester Report: "Case Study: InterContinental Hotels Group Consolidates Email and Data Management"
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Key Topics:

  • IHG's strategy and implementation tactics for right-time email marketing
  • Strategies for centralizing marketing and transactional email
  • Benefits of consolidating customer data and email delivery
  • How to reduce deployment costs and increase conversions
  • Processes for streamlining operations and expediting time to market

Forrester reports that since consolidating its customer email communications on StrongMail and implementing its customer-centric approach, IHG has seen a 16 percent lift in revenue. In addition, IHG has lowered its email costs, reduced the time to develop and execute emails by 81 percent and achieved open rates of 50 percent by embracing event-triggered, right-time messaging.

"Emails that were formerly basic triggered bookings confirmations now have optimized content by geography, brand, and customer behavior that can upsell and cross-sell additional products," said Shar VanBoskirk, author of the case study and Forrester vice president and principal analyst. "This relevant email messaging works -- IHG's dynamically triggered prestay email averages a 50% open rate and a 20% click-through rate."

StrongMail facilitates the transition to right-time email marketing by enabling enterprises to effectively consolidate their marketing and transactional email on one platform and integrate directly with customer databases, campaign management applications, marketing automation systems and other business systems that capture customer interaction and data. A full-service provider, StrongMail also complements its technology with a suite of strategic, creative and deliverability services for optimizing email and other digital marketing efforts. As a result of leveraging this combination of technology and services to power right-time email marketing programs, StrongMail customers have generated between a 2X and 15X lift in performance over traditional batch-and-blast programs.

"Transitioning to right-time email marketing isn't just a smart way to boost the performance of your email marketing campaigns, it's increasingly becoming a necessity to effectively engage consumers with overloaded inboxes," said Kara Trivunovic, senior director of strategic services, StrongMail. "This Forrester case study on the success IHG has achieved with right-time email marketing illustrates the importance and benefits of a right-time email marketing strategy, as well as how it can be effectively achieved by consolidating email and transactional on a dedicated email system like StrongMail."

About StrongMail Systems, Inc.
StrongMail enables marketers to forge meaningful, profitable and long-lasting connections with their customers through email marketing and social media. Offering a comprehensive suite of technology and services, StrongMail takes a fundamentally different approach to traditional email service providers that offers many unique advantages to brands. StrongMail's dedicated online marketing solutions offer the lowest total cost of ownership of any enterprise email marketing solution and easily integrate with customer data sources to help marketers improve the performance of their email marketing campaigns. StrongMail's email and social CRM agency provides industry-leading strategic and creative services to help marketers listen, learn, engage and influence best customers. It's these differences that have led Fortune 2000 brands to switch to StrongMail. Learn more at or via the links below.