Property

The Client
Savills is a leading international property services group. It has an extensive network of offices and associates throughout the UK, mainland Europe, the Americas, Asia Pacific and Africa. Listed on the London Stock Exchange and employing, 11,800 staff worldwide in 103 offices, Savills has extensive expertise in global property markets. Savills offers a wide range of property services, including sales and acquisitions, valuations, rent reviews, development advice, property management, planning and market research. The Group also operates a financial services division providing property-related mortgage broking, insurance broking, financial planning and corporate finance advice, as well as a specialist fund management division.

The Pain
Previously Savills used HTML email to communicate to its many audience segments, but corporate head office was unable to control the branded email communications being delivered from multiple divisions and offices globally. The HTML emails also failed to offer comprehensive reporting in order to gauge the success of the campaigns being sent. A global email platform was required to allow users across the world to reproduce brand consistency in all email communications.

The Solution
After consultation between Savills and Concep a number of key requirements were identified and incorporated into a roll-out plan. One of the initial steps was to design and set-up a number of templates giving flexibility to the corporate head office users, enabling them to select a template dependant on campaign objectives. For example templates were designed for campaigns promoting properties for sale, email event invitations inviting VIPs to corporate events and email surveys conducting research. A selection of templates were also designed offering less flexibility for users at a branch level ensuring full brand control on specific communications. Local branches could therefore use a powerful interactive email marketing system for their own communications purpose that strictly adhered to Savills brand guidelines. The system implemented also allowed users at all levels to build their own campaigns whilst monitoring the success of these campaigns by utilising the interactive reporting capabilities of the Concep campaigner system. This allowed the users to further tailor campaigns by monitoring all real time interactions.

The Results
The Concep campaigner system is now used across many of the Savills divisions globally and continues to grow as communicators adopt email as an effective marketing channel. The corporate head office is able to train and support multiple users across the business and its branches due to Concep campaigner's ease of use. Concep continues to support and consult Savills on how to make interactive email communications programmes more effective whilst overcoming deliverability barriers that face email marketers today.