Database processing power
As well as streamlining import processing, data flowing into Adobe Campaign is now more visible to the QiH Group team (without compromising GDPR or CAN-SPAM compliance).
More visibility into the data pipeline means enhanced analytics, faster decision-making, and more agile personalisation opportunities.
Tighter audience segmentation
Targeting was one of the main drivers for the QiH Group to migrate to Adobe Campaign. Previously, it couldn’t segment its contact base along any usable lines.
Adobe Campaign makes it possible to view – and use – email metrics on the individual user level. This clarity has enabled the QiH Group to get closer to ‘audiences of one’, delivering personalised emails with targeted offers.
Data transparency for users
With multiple betting and gaming brands under the QiH Group umbrella, database contacts might belong to several brands concurrently. Embedding a user-friendly preference centre into emails is essential.
Every email contains a link for users to access, review and manage their communication preferences.
Strong email deliverability
Two deliverability challenges appear when migrating to a new email platform:
- Seamless transition from the user’s side
- Earning trust with ISPs
We knew to plan for the transition. By ‘warming up’ servers with small batches of emails from the sender’s IP, we could build trust and maintain high email deliverability rates – something that’s difficult to reverse if it goes awry.