Best Western® Hotels & Resorts has chosen Esendex to lead its first RCS campaign
Posted: Sat Jan 04, 2025 4:14 am
Press release, September 2022 – In order to promote its summer promotional operation, Best Western® Hotels & Resorts France has chosen to trust ESENDEX, one of the leaders in mobile communication in Europe, to deploy its first RCS (Rich Communication Services) campaign. Launched on June 1, this campaign was sent to French members of the Best Western Rewards® Loyalty Club. It is part of the marketing strategy of the independent hotel group aimed at promoting the Best Western Rewards® Loyalty Club and personalizing the customer experience.
RCS (Rich Communication Services) is designed to enhance the features offered by SMS. The goal is to create richer and more interactive conversations between the company and its customers. Compatible with Android smartphones, it offers advanced features that are particularly suited to marketing strategies.
In order to promote its summer promotional offer, Best Western® Hotels & Resorts France called on ESENDEX to design an RCS campaign aimed at its Loyalty Club members . “ The offer consisted of offering a 20 euro e-gift card to all our French members who stayed in one of our hotels in France between June 1 and August 31. We created a landing page pakistan whatsapp list presenting our offer for the occasion. A call-to-action button redirected to the offer page hosted on our website ,” explains Virginie Barboux, Deputy General Manager in charge of communication, digital and customer experience at Best Western® Hotels & Resorts in France.
Best Western RCS
35,000 members were targeted by the campaign and nearly 9,000 were able to receive RCS. “With 21.1 million RCS-compatible mobile devices in France as of May 1, 2022, the reach rate of RCS campaigns fluctuates between 25% and 35% of the French mobile market. This messaging solution with enriched content is a powerful new asset for brands that want to innovate, surprise and improve the performance of their mobile communications ,” explains Laurent Auzzino, Managing Director at ESENDEX.
To ensure that all Best Western Rewards® members were reached, ESENDEX combined the RCS campaign with a rich SMS campaign . “ This is the fallback function. Our Studio platform, on which RCS campaigns are designed and sent, determines in a few seconds which mobile phones are compatible with RCS. Recipients who do not have an RCS-compatible device automatically receive an SMS Landing Page. We therefore sent RCS and SMS Landing Pages simultaneously. The latter included a link in the body of the SMS that redirected to the RCS landing page ,” explains Laurent Auzzino.
The RCS campaign achieved a 5.6% click-through rate to the Best Western® Hotels & Resorts France summer offer page . “Thanks to RCS, we recorded twice as many clicks as with the SMS Landing Page ,” says Virginie Barboux. Best Western® Hotels & Resorts France should deploy other RCS campaigns in their future marketing strategies.
ABOUT ESENDEX
Esendex was founded in 2001 in Nottingham, UK, after Adam Bird and Julian Hucker had the idea to create an SMS service for businesses. Today, the company operates in Europe and Asia-Pacific and has over 140 employees. Esendex is one of the leaders in mobile communications in Europe, with annual growth of 25% since its creation. With direct connections to all mobile operators and an SMS platform developed in-house, Esendex provides businesses with a variety of communication solutions (SMS, RCS, WhatsApp Business, Voice, etc.) allowing them to stay in touch with their customers and employees. More information on www.esendex.fr
RCS (Rich Communication Services) is designed to enhance the features offered by SMS. The goal is to create richer and more interactive conversations between the company and its customers. Compatible with Android smartphones, it offers advanced features that are particularly suited to marketing strategies.
In order to promote its summer promotional offer, Best Western® Hotels & Resorts France called on ESENDEX to design an RCS campaign aimed at its Loyalty Club members . “ The offer consisted of offering a 20 euro e-gift card to all our French members who stayed in one of our hotels in France between June 1 and August 31. We created a landing page pakistan whatsapp list presenting our offer for the occasion. A call-to-action button redirected to the offer page hosted on our website ,” explains Virginie Barboux, Deputy General Manager in charge of communication, digital and customer experience at Best Western® Hotels & Resorts in France.
Best Western RCS
35,000 members were targeted by the campaign and nearly 9,000 were able to receive RCS. “With 21.1 million RCS-compatible mobile devices in France as of May 1, 2022, the reach rate of RCS campaigns fluctuates between 25% and 35% of the French mobile market. This messaging solution with enriched content is a powerful new asset for brands that want to innovate, surprise and improve the performance of their mobile communications ,” explains Laurent Auzzino, Managing Director at ESENDEX.
To ensure that all Best Western Rewards® members were reached, ESENDEX combined the RCS campaign with a rich SMS campaign . “ This is the fallback function. Our Studio platform, on which RCS campaigns are designed and sent, determines in a few seconds which mobile phones are compatible with RCS. Recipients who do not have an RCS-compatible device automatically receive an SMS Landing Page. We therefore sent RCS and SMS Landing Pages simultaneously. The latter included a link in the body of the SMS that redirected to the RCS landing page ,” explains Laurent Auzzino.
The RCS campaign achieved a 5.6% click-through rate to the Best Western® Hotels & Resorts France summer offer page . “Thanks to RCS, we recorded twice as many clicks as with the SMS Landing Page ,” says Virginie Barboux. Best Western® Hotels & Resorts France should deploy other RCS campaigns in their future marketing strategies.
ABOUT ESENDEX
Esendex was founded in 2001 in Nottingham, UK, after Adam Bird and Julian Hucker had the idea to create an SMS service for businesses. Today, the company operates in Europe and Asia-Pacific and has over 140 employees. Esendex is one of the leaders in mobile communications in Europe, with annual growth of 25% since its creation. With direct connections to all mobile operators and an SMS platform developed in-house, Esendex provides businesses with a variety of communication solutions (SMS, RCS, WhatsApp Business, Voice, etc.) allowing them to stay in touch with their customers and employees. More information on www.esendex.fr