Simply Holiday Deals Grows Its Email Subscriber Base of Travel Enthusiasts with Socedo

Simply Holiday Deals is a UK travel deals and comparison site. It was initially launched in 2013. By 2014, Brian Jones had purchased the site from its original owner. Simply Holiday Deals searches dozens of top travel sites weekly and shares the best travel deals such as flights, holiday packages, cruises and hotels. In addition to sourcing travel deals, it features discount codes and voucher codes from leading travel sites and provides inspirational travel articles and guides created by over 100 travel writers on a regular basis.

 

Challenge

To grow the business, Simply Holiday Deals has to build a large audience of individuals based in the UK who are interested in travel. The company uses a variety of marketing channels to grow its membership base, including emails, social media, partnership/referral marketing and organic search.

 

While Brian was able to find effective ways to build an email database and a significant Facebook fan base, he could not use Twitter effectively to grow an audience. In the past, Brian had tried Twitter’s Lead Generation Campaigns and Twitter Like campaigns, but neither of these programs appeared to work. Brian needed a more cost-effective way to generate new leads from Twitter at scale. That’s when he found Socedo.

 

Solution

Brian came to Socedo’s website and signed up for a free trial. Next, he reached out to Socedo’s sales team to discuss how a managed services campaign could help Simply Holiday Deals produce more results. With help from Socedo, he ran a test campaign, set up various targeting tactics including the handle of similar travel sites, interests and geo locations.

 

In addition, Brian uses Socedo’s direct messaging feature to drive email database growth, directing new followers to the company’s email sign-up page on the site to receive travel deals. Working with his Socedo account manager, Brian tested multiple versions of the message, including a version that prompts followers to direct message their email address to opt-in, which has been very successful.

 

“Until we started to work with Socedo we were confident that Twitter could not be a scalable marketing tool for Simply Holiday Deals. Now it is a vital part of our acquisition and content strategy allowing us to be more diverse as an online publisher. Our Socedo account management team has been instrumental in developing the strategy that allowed us to achieve our goals,” says Brian.

 

Results

By tweaking the targeting criteria and direct messages, Brian was able to achieve his cost per follower target of $0.30 per new follower and audience growth goal of 900 net new Twitter followers each month.

 

When Brian first started working with Socedo, the website had a little over 1,000 Twitter followers. In less than 6 months, it has grown their Twitter following by almost 500% with approximately 6,500 total Twitter followers. They project to have over 10,000 by end of the year.

 

Overall engagement (tweets, re-tweets, mentions) with the sites Twitter handle has increased significantly as well. By using Socedo, the company is finally able to acquire an audience that has expressed an interest in travel and lives in the UK. Because these folks are already interested in travel, they are more interested in the content that Simply Holiday Deal provides.

 

Within this time period, traffic from Twitter went from less than 2% to approximately 15% of all social traffic site-wide monthly. Additionally, the company estimates that 10%-20% of the Twitter followers at some point sign up to receive travel deals via email, growing their opt-in email database.

 

“Until we started to work with Socedo we were confident that Twitter could not be a scalable marketing tool for Simply Holiday Deals. Now it is a vital part of our acquisition and content strategy allowing us to be more diverse as an online publisher. Our Socedo account management team has been instrumental in developing the strategy that allowed us to achieve our goals”, says Brian.

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