Birmingham-based NEC Group has won big at the ecommerce awards, scooping two awards for ‘Best Email Marketing Campaign’ and ‘Best Use of Personalisation’.
The projects showcase collaborations between NEC Group’s business intelligence, marketing and data teams, who developed the award-winning insight and email campaigns for Arena Birmingham and The Ticket Factory.
The team firstly impressed the judges with their ability to tailor content specifically to The Ticket Factory’s customer interests, developing over 200,000 versions of their weekly email to deliver a personalised experience to members of their large database. This personalisation has resulted in significantly increased open rates, clicks, sales and ROI - increasing ticket sales revenue by 10% every week.
The second award saw the team recognised for an email marketing campaign which led to Take That’s Greatest Hits Tour becoming one of Arena Birmingham’s fastest selling shows of all time. The multiple carefully targeted email communications generated a staggering ROI of 51,870% and established record-breaking levels of engagement.
The seven-stage campaign was based on the key understanding of the emotional state around a ‘fear of missing out’ that consumers can experience when large events go on sale. Using this insight, the team developed a creative programme that took potential customers on a tightly targeted journey of awareness and enticed them to purchase at the earliest date, knowing tickets would sell fast and be scarce.
Nicola Young, NEC Group Marketing Director, said of the wins: “It’s fantastic for the team to get this kind of external recognition. Everyone at the NEC Group knows the value that data brings to our business, it is a real competitive advantage for us and we are very lucky to have Simon Wigley, Head of Business Intelligence and Analytics leading such a talented team of experts. The team have built an amazing array of insight tools for the business and it is always good to get that recognition from other experts.”