Taneesa Williamson How the Australian spa network is paving the future for tailored marketing.
Father’s day can be a sensitive topic amongst consumers, and leading spa network ‘endota spa‘ has acknowledged this by offering its clientele base to either ‘opt in’ or ‘opt out’ of its Father’s Day marketing in a bid to ease the wellbeing of each individual and improve their client experience.
We reached out to endota spa to find out what drove the idea for this campaign, and to find out if they are planning to continue this to help shape a new form of tailored marketing. Here is what we discussed with endota CRM Manager Jack McCarthy:
What inspired the idea for this email campaign?
Not everyone has a positive feeling towards Father’s Day and we wanted to be cognisant of that. From my own personal experience I’ve seen my wife feel awkward around Father’s Day after she lost her step dad a few years ago. The emotional impact from her loss took a few years to dissipate before she was comfortable celebrating the day, and his legacy, again. We also know that some people may have a negative relationship with their father – and if we can provide customers with an option to remove reminders of this, then let’s do it – endota’s goal is to make people feel better.
How has feedback been received on this campaign so far?
After we send most email campaigns we rarely get any direct replies. But our customer service team was inundated with messages. Some replies were just a simple ‘thank you’, others were long stories about personal loss, fond memories, or just an appreciation of this approach. We also saw customers share the email on social media posts and stories, littered with similar comments to what customer service received.
Overall we’ve seen only about 1% of customers utilise this opt out option – But if this helps a small percentage of customers navigate a difficult time of the year, we see it as a success.
What further changes are being made to marketing or associated parts of the business to customise the clients experience with endota?
At endota, we know our therapists provide a world class client experience during treatments and while helping them choose the right skincare and wellness products. They’re experts in their field and provide knowledgeable and considered advice about all-things-wellness. So as a marketing team we’re attempting to follow in our therapists footsteps and replicate that, which isn’t always easy. Our objective when it comes to customer communications is to deliver the message, to the right customer, at the right time. While we might struggle to perfect the orchasted approach we occasionally hit on something that our customers really respond to – like this Father’s Day opt in/out campaign.
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