IHG is laser focused on improving the experiences of its guests around the world, which includes sending timely and relevant email communications. The company has embarked on a ‘test and learn’ optimization strategy designed to improve both the guest experience and long-term value from their email subscribers. They wanted to be able to measure and track basic email metrics such as deliverability (inbox placement rates vs. bounces), engagement (opens, clicks), conversion (primary call-to-action/visits), efficiency (both total revenue and revenue per email), and disengagement (unsubscribes, complaints).
One key element of this plan was to move all of their email operations onto a single platform that would give them a truly global view of their email program. Of course with all this testing and tracking they were very aware that emails that don’t arrive in the inbox have no hope of generating any action or raising awareness of the brand, so maintaining high inbox placement rates was of paramount importance.