Hiring Company
Boomers and Beyond
Background
MGM Grand’s online division was in limbo. It offered gambling games, but being restricted to pretend money it couldn’t really compete with the offshore gambling Web sites. And by combining gambling with tours of facilities and offers it was at a competitive disadvantage with some other Vegas casino Web sites.
Description of Work
Advance Analysis working for Boomers and Beyond (then Riff Raff Communications) helped to develop a strategy to tie together the gaming and offers through emails targeting gamers with hotel and casino offers (and offers based on game performance) and informing former guests about both discounts targeted to their visit and the way in which online gaming would help them become more comfortable with new casino games.
Advance Analysis developed an entire email-sending system that would work with hundreds of thousands and even millions of emails, organized into different campaigns, and allowed for monitoring of the bounce rate, open rate, and click-through rates, all in real time (using an feature of IIS that allowed log files to be stored in a SQL Server database instead of text files).
Working in Boomers’ office space, together we were able to view results and tweak the subject lines and the content of emails based on the results from an earlier batch to improve the click-through rate during the campaign.
Another innovation at the time was the ability to send out flash emails where the flash was housed in a table with an animated gif background, allowing anyone with or without flash to view the animation.
The point fo the campaign wasn’t just to expose potential visitors to new offers and discounts but also to learn which offers and discounts were the most appealing…and how to best present them.
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