Case Study: Kim K in Email? You Visited Hakkasan
Kim Kardashian West made her first public appearance of 2016 to celebrate Hakkasan Nightclub’s third anniversary. Her appearance at 1 a.m. on a Saturday in April is part of the nightclub’s commitment to regularly wowing club-goers — but not all of it. Enter personalized emails.
Challenge: Increase customer engagement
Solution: Marketo Engagement Marketing Platform
Results: 550% increase in email opens
“One of the mantras of the brand is that we’re always crafting a better customer experience,” says Tracee Nalewak, executive director of marketing at the Hakkasan Group, to a crowd of journalists gathered in May at the venue at the MGM Grand in Las Vegas.
Talent is the most important part of that customer experience, says James Algate, VP of music for the group. That’s why Hakkasan went after and got long-term deals with the biggest talent in electronic music, he says, including Tiësto, Steve Aoki and Calvin Harris.
And engaging emails allow customers to relive those experiences, Nalewak says.
“We understand the power of memories.”
So Hakkasan formed an email strategy. To that end, the organization began working with the Marketo Engagement Marketing Platform about 1.5 years ago.
Now, Hakkasan’s marketing automation allows the organization to send post-visit emails to customers with a video or picture of them enjoying themselves. A few such customers are in the picture here with West.
Nalewak says those and other messages coming from the Hakkasan Nightclub, which sees 500,000 visitors a year and more than $100 million in revenue, are split into five personas.
The personas cover everyone from VIPs to guests who buy $20 tickets. Communications to guests who’ve told Hakkasan about their birthdays, home addresses, genders and whether the purchase is celebrating an occasion like a bachelor party include: emails for post-purchase, post-visit, weekly newsletters showcasing events and talent, and nurturing messages aimed at spurring the next purchase.
Hakkasan augments the data during customer interactions. For instance, if a customer buys a lot of tickets at once, the organization will cross-sell a VIP table in the emails leading up to the trip.
All of that has added up to a 550 percent increase in opens, says Ryan Mohoric, the marketing operations manager for Hakkasan Group.
“I mean, it’s unheard of,” Nalewak exclaims in May at the table filled with Hakkasan’s marketing talent, themselves surrounded by reporters like celebrities.