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CRM CENTRALISATION

Summary

Upon joining Henley Royal Regatta (HRR), I identified a fragmented customer data storage approach, with exclusive email marketing for members. As the lead for the project, I initiated a comprehensive system restructure, migrating existing data into a singular, robust CRM system, ensuring seamless data access and expanding email marketing reach to non-members.

Objectives

(1) Data Centralisation: Consolidate customer data (retail, competitors, members etc.) into one unified CRM system

(2) Expand Email Marketing: Broaden the scope of email marketing, targeting non-members and maximising reach

Execution

  • Worked cross-departmentally, driving the migration of scattered data into a centralised CRM system

  • Re-architected the CRM, configuring subscription models, crafting events, and formulating new marketing lists

  • Innovated and implemented lead generation tactics, including:

    • online data capture forms

    • adding marketing opt-ins during purchases

    • running promotional competitions

  • Assessed consumer behaviour & spending, refining customer segmentation and targeting based on diverse metrics

  • Assembled and led a team to execute a rigorous data clean-up operation, ensuring compliance with UK GDPR

  • Worked with agencies to guarantee a smooth integration with existing website, optimising data synchronisation

  • Continually monitored, analysed, and refined data processing methods to maximise accuracy and usability

  • Held periodic training sessions to educate internal teams on new CRM functionalities and best practices

  • Set-up a new email marketing platform to integrate with the new CRM system and designed new templates

  • Built a comprehensive email communications plan to drive ticket and retail sales

Outcomes

  • Achieved a substantial growth in email subscribers, scaling from zero to five figures within a year

  • Recognised a 207% surge in online retail sales attributed to the introduction of non-member email marketing

  • Witnessed an 18% sales boost for the Regatta Enclosure, further validating the expanded email marketing strategy

© 2023 by Madeleine Portwain

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