Case Study: Major Theme Park

In declining economic conditions, a major theme park was suffering from decreasing ticket sales and declining marketing response rates. The theme park knew it needed a different marketing approach to shake things up.

We piloted a Xerox® Enterprise Marketing Services program to test static, video and personalized video email campaigns and response rates. We leveraged the theme park client’s existing digital assets, and created some new content as well.

We connected data of recipients to ticket sales in order to determine campaign results. And the results were staggering.

The personalized video emails garnered a 250% greater response rate than the static emails. Adding personalization in the subject line lifted open rates 40% and reduced email bounce rates nearly 400%. Plus, a 17% forward rate boosted an additional 73% in customer response.