Casaclick

For over 10 years Casaclick has been the premier Italian real estate portal for buying and renting homes, apartment, vacation properties, and commercial spaces. Part of the Pirelli Real Estate Group, the company also created the first real estate portal for mobile devices, including smartphones and Garmin satellite navigators.

Goals

Casaclick decided to increase the use of email communication for a variety of reasons. First of all, to communicate more quickly and efficiently with its customers, in order to increase loyalty among existing users and acquire new users. Secondly, the company wanted to increase traffic to its Web site, and overall transaction activity.

Solution

Casaclick adopted a multichannel marketing strategy, which included both print and Web. It created a new, multi-lingual Web portal connected to an email service that gives each customer a dedicated email address that they can contact. The portal's search engine has been improved, and new email messages are now sent for both administrative and marketing purposes.

Results

The multichannel strategy delivered results in line with the company's goals. Email campaigns delivered a very good 35% open rate and virtually no unsubscribers, and lead to a substantial increase in Web traffic.