The Company
At VueTec’s dublinbet.com website, customers can view gaming action from the casino floor via the latest VueTec DISTANCE GAMING(TM) technology, which delivers real gaming action in real time from real casino tables. By signing up on dublinbet.com, players can participate in live roulette, baccarat and blackjack games in one of Europe’s most popular and highly regarded casinos.
The Challenge
Prior to selecting Silverpop Engage, the dublinbet brand used an email provider with basic functionality. The marketing team recognized this provider’s limitations and that there was real opportunity to invest in VueTec’s email efforts to increase engagement with dublinbet and reduce list attrition.
“We decided to look for an email solution with deeper functionality,” says Iain Wilcox, senior marketing executive, VueTec. “With our previous provider, we knew that deliverability was a significant issue and that we weren’t employing good data practices, which was a situation we needed to rectify.”
The Solution
After a competitive selection process, VueTec chose Silverpop Engage as its marketing technology provider for dublinbet. “We selected Silverpop because of the product’s usability, Silverpop’s expert approach to deliverability, and the availability of customer support in Europe,” says Wilcox.
VueTec has been up and running with Silverpop since August 2010. Its first step was to work with Silverpop on the whitelisting process and improving its data overall. VueTec utilized Silverpop’s SureProgram to kick off its engagement with Silverpop. Using SureProgram allowed VueTec to discuss business strategy for their migration to Silverpop Engage while also receiving expert advice that allowed them to get smarter with their email program.
“After only spending a few hours with the Account Management team during our initial SureProgram kickoff meeting, I felt we had already developed a good rapport that helped maximize our relationship with Silverpop" says Wilcox. "On top of this, the tutorials were tailored to my needs and executed by the same person who had worked with me at our first meeting. As a result, I felt like a VIP customer during those important first steps into the journey.”
Soon after implementing Silverpop Engage, dublinbet revamped its website and branding and used Engage to create excitement around the rebrand through a contest. Subscribers were sent an email announcing the rebrand and urging them to visit the website to view the new logo and give their opinion on what they saw. The prize was an opportunity to win 100 Euros. Answers ranged from a Shamrock to an Ace of Clubs to many more. The rebranding email was a huge success, resulting in a high open rate of 33 percent and more than 50 percent of those who opened the message clicking through to the website.
The Results
VueTec has seen major increases in engagement for dublinbet since its first send with Silverpop. “I knew Silverpop was something to be excited about when our first mailing had an excellent open rate and a click-to-open-rate of 16 percent,” says Wilcox. “Just by utilizing an effective communications platform, we’ve increased traffic to the website.”
VueTec has also achieved a major milestone in its deliverability, reaching an all-time high of 99 percent.
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Download the PDF to learn how VueTec used Silverpop's SureProgram to kick off its relationship and achieve 99% deliverability