BKV was tasked with a complete refresh of Kimpton’s eCRM loyalty program while integrating the newly refreshed Kimpton brand. It was crucial that the emails’ visual aesthetics and copy tone support the sensibilities treasured by their most loyal guests. In practical terms, the redesign of the program needed to be built on a technical platform that would allow efficient customization in order to address their various guest segments while still offering maximum flexibility to express their vibrant and sophisticated boutique brand.
Kimpton also expressed the need for more robust eCRM capabilities, including dynamic content for versioning across guest segments, as well as multi-platform, responsive design for maximum usability across desktops, tablets and smartphones.
Key objectives for this assignment, and for the entire 2014 program:
- Increase bookings and reservations
- Increase open and click-through rates
- Increase overall engagement, with a focus on mobile engagement
- Increase subscriber growth and retention
In just four weeks, BKV designed and implemented two email templates: a brand-wide version for all Kimpton hotels and sub-brands, and a regional version. BKV chose to animate the header area, showcasing more of the hotel and surrounding cities’ ambiance and enhancing the overall experience. BKV relied on responsive design, as multi-platform compatibility remains crucial to this target audience of frequent travelers tethered to their smartphones and tablets.
By designing the emails as a template, BKV made the design time as efficient as possible while retaining the flexibility to accommodate multiple offers and a variety of content (copy, photos and graphics) to address each segment and every broadcast. Dynamic coding allowed for nimble population and refresh of the template.
Unique subject line and body copy were developed for each email offer, with versions by target region and member segmentation – all with the objective of increasing open rates and engagement while supporting the Kimpton brand.
Since our first Kimpton email launched, we’ve already seen much success. In the first month, BKV generated a 36% MOM increase in open rate, surpassing our goal by more than 147%. Click-through rate also increased significantly MOM, and surpassed our goal by 114%. Revenue has also been lifted by 16% YOY in our recent emails.
Since the launch of the initial emails in the new responsive format, mobile engagement increased to 41%, with some more recent emails increasing up to 53% – far above industry norm. This metric is key to the overall success of the program and helped to increase engagement for the campaigns.
The new eCRM loyalty program generated impressive lift in engagement and bookings, and surpassed booking revenue goals set by Kimpton.