InterContinental Hotels Group

Creating personalised email campaigns to support employee development programmes with Stream LXPs integration with Sparks

Background

InterContinental Hotels Group (IHG) has been pioneering travel across the globe for more than 70 years. They are one of the world’s leading hotel companies with nearly 5,800 hotels and more than 400,000 colleagues working across more than 100 countries.

 

Sector
What we did
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The Challenge

Using Learning Pool's Stream LXP, IHG had created a series of asynchronous, online employee development programmes, known internally as Learning Summits. These were scheduled across the year with over 3,000 people participating in each one. In order to keep people engaging with the Summits and realise the value that their participation would add to their daily work, IHG was keen to adopt a soft, drumbeat approach to their communications. They recognised that 'one size fits all' email campaigns lacked the ability to engage the recipient on a personal level but attempting to craft bespoke communications to all participants was not an option.

The Solution

As part of their communications plan, IHG needed a way to automate tasks and workflow, to provide them with an automated, yet personalised, way to engage colleagues during and after their participation in the Summit, through the use of data analytics. 

Using data from Stream LXP and automation tools powered by our integrated Learning Record Store, Learning Locker, IHG was able to continually analyse each individual’s engagement in the Summit. This engagement data was then used to trigger adaptive and personalised “nudges” to all participants that best fit with their latest engagement level. 

The platform allows the email content, including the subject line, to be completely personalised, both with the use of their name and with copy that reflects the users specific level of engagement. For instance, those with high levels of engagement would receive congratulations and a suggestion that they might like to review other participant’s comments and engage them in a conversation. Others with no engagement might receive some time management hints and tips to encourage them to set aside just five minutes a day to participate and to assure them that they were not being left behind.

The Outcome

Learning Pool’s Stream LXP has made a significant impact on how the summits have engaged staff at IHG. It has been used for 4 quarterly summits so far and more than 100,000 ‘nudges’ delivered.

The ‘nudge’ approach achieves unique open rates of 35% with click rates of 13.1% – significantly above industry benchmarks, where the average open and click rates are just 21.8% and 2.48% respectively.

While the open and click rates tell a powerful story of the engagement with the communications, Sparks has also provided more qualitative feedback as recipients have an opportunity to vote on whether they found the email helpful or not and even leave free text feedback should they wish.

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