The challenge
TMG's three-person marketing team inherited a contact system built on paper. 95% of contacts came from handwritten sheets mailed to a third party for transcription, and venues collected only 50-100 contacts a week.
The same service took more than a week to build a new email, and last-minute changes took days.
Some venues saw open rates as low as 2%.
The solution
1. Guest WiFi: Replace sign-up sheets with WiFi
Adentro paired with TMG's in-store Guest WiFi, so customers who signed on became contacts automatically, with no data entry for staff. Each connection built a Customer Data profile with visit history.
One busy location had collected about 5,000 contacts in seven years. It doubled that in 3 months.
2. Email Marketing: Bring email production in house
Adentro's built-in composer replaced the outside service. Sarah Vigil's team could change text and images immediately when a property called with an update.
Emails went to a growing, current list instead of transcribed cards.
3. Walk-Through Rate™: Tie each email to visits
Walk-Through Rate™ shows when a customer who received an email visits within the next seven days.
That gave the team a visit count for every send, not just opens.
The results
- 38,573 contacts collected, captured through guest WiFi
- 10X more contacts, than with comment cards
- 55,783 walk-throughs, visits within seven days of receiving an email
- Open rates rose from as low as 2% at some venues to an average of 20%