38,573 contacts collected, 10X more than comment cards. 55,738 Walk-Throughs at a $15 average ticket, approx. $836,000 in sales.
The challenge
TMG's three-person marketing team inherited a contact and email system built on paper.
The first gap was paper sign-ups. 95% of contacts came from handwritten sheets, mailed to a third party for manual transcription. Venues collected only 50-100 contacts a week.
A second challenge was slow, outsourced email. The same service took more than a week to build a new email. Last-minute changes took days.
The remaining issue was awful results. Some venues saw just a 2% open rate.
The solution
Create the data foundation: replacing sign-up sheets with WiFi. Adentro (formerly Zenreach) paired with TMG's in-store Guest WiFi. 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.
Deliver the campaign: bringing email back in house. Adentro's built-in composer replaced the outside service entirely. Sarah Vigil's team could change text and images instantly when a property called with an update. Emails now went to a fresh, growing list instead of transcribed cards.
Read the outcome: tying email to visits. TMG tracked its Walk-Through Rate™. It 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.
Why the combination mattered
Guest WiFi replaced card transcription, Customer Data kept a usable contact base, Email Marketing let Sarah Vigil's team update creative directly, and Walk-Through Rate™ matched emails with visits in a seven-day window. Reported revenue is modeled from average ticket size, not POS-matched.
The results
- 38,573 contacts collected
- 10X more contacts than with comment cards
- 55,738 Walk-Throughs, at a $15 average ticket (approx. $836,000 in estimated sales using average ticket)
- Open rates rose from as low as 2% at some venues to an average of 20%