The Challenge
A luxury hotel, casino, cinema complex, arcade and shopping
centre, packed with restaurants, bars and nightclubs, Crown is a
uniquely diverse organisation. It sends email from several
different divisions including, Crown Poker, The Palms at Crown,
Crown Towers and Promenade. In addition there are sporadic emails
for VIP Gaming and Table games divisions including: the Mahogany
Room, VIP slots and VIP tables. Lastly, there are individual
promotion emails that are sent including bingo and cash draws. So,
when we were approached by Crown to develop their email we knew
this would be a challenging and rewarding project.
Our Strategy
Due to the complexity of the project, we appreciated that it was
crucial to build email templates that both expressed the
individuality of each Crown division, but also illustrated the
cohesion of each under the bigger, Crown brand. Therefore, separate
templates were devised for The Palms, Crown Poker, Crown Towers,
Crown Promenade, Mahogany Room, VIP Slots and Tables. On top of
this Next Digital converted existing promotional artwork into HTML
emails and redeveloped Crown's registration forms.
The Results
Ultimately, Crown was very happy with the results of the
project. The email templates reflected the overall brand as well as
communicating the individuality of each separate division and
advertising specific promotions. The backend usability of the
templates made it increasingly easy for non technical users to
develop and distribute specific emails. Lastly, Crown's customer
database was increased and organised to allow for better
personalisation of emails.