Harrah's Picks SmartDM as Main E-Mail Partner

Share this content:
Direct marketing firm SmartDM said Friday that it signed an agreement with Harrah's Entertainment Inc. to act as Harrah's primary e-mail marketing partner.


The 7-year-old direct marketing agency is to create, deliver and track e-mail for all Harrah's properties, including Harrah's, Harvey's and Rio. SmartDM handles direct mail work for Harrah's, especially on its Total Rewards program.


"Most of Harrah's focus is on current customers and their most loyal customers," said Rich Maradik, CEO of SmartDM. "This is a huge strategy shift for them, to collect the e-mail addresses of their current customers and then execute a direct marketing campaign strategy with e-mail that ties with the overall strategy of what they're trying to do offline, too."


Harrah's Total Rewards members will be served with a monthly online newsletter, promotional messages, event announcements, company information and hotel discounts and packages.


More than 60 years old, Harrah's operates 25 casinos in the United States under the Harrah's name.


SmartDM will use its proprietary DirectTR@K campaign management system for casino property-level marketing executives to choose database segments, custom copy, creative templates and transmission. This can be done all online.


"Plus, there's centralized control over all of this so they can maintain the integrity of their contact strategy," Maradik said.


The DirectTR@K system was launched in January 2001 and has since been used for e-mail campaigns by SmartDM clients including Novell, Tractor Supply Co., the NHL's Nashville Predators, Oracle Small Business, Household Bank and Benefitmall.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above