Four years ago Entertainment Benefits Group (EBG) was on the cusp of tremendous growth. The company sent millions of emails each year, but as acquisitions and new product lines emerged, they needed a solution that could scale to meet these increased demands.

Today, EBG is one of the largest privately-held travel and entertainment providers. Currently selling over 5 million admissions for events and attractions annually, EBG’s database quadrupled, presenting the company with an unprecedented revenue opportunity. “Email marketing plays a vital role in our business,” said EBG’s Email Marketing Manager Stephanie Gustave.

The company attributes much of its growth to a diligent team of marketing professionals, a small group of hired contractors, and the power of the world’s most scalable marketing platform.

Headquartered in Miami with offices in Las Vegas, Orlando, and New York, the company features the largest and most comprehensive corporate benefits programs, TicketsatWork and Plum Benefits, and also powers a network of consumer and B2B businesses. EBG brands include: TicketsatWork, Plum Benefits, NewYork.com, Showtickets.com, BestofVegas.com, BestofOrlando.com, and Tickets&Tours.

“We operate at tremendous scale, but providing relevant communications in real-time is where the true growth lies,” said Gustave.

As part of EBG’s lifecycle marketing strategy, the company recently launched a dynamic abandoned cart campaign that is performing well above average. Open rates are between 36 and 40 percent with a 30 percent click to open rate.

According to Gustave, getting the abandoned cart emails out the door was easy with the support of the Marketing Cloud.

“While we are continuing to optimize and test the program to improve our results,” she said, “our conversion rates for the abandoned cart program continue to rise.”

EBG has plans to build from the abandoned cart program. An abandoned browser email campaign, for example, is in the works.

The results of these efforts have been a boon to the bottom line. Year-over-year open rates are up 75 percent, orders have grown by 42 percent, and revenue has increased by a whopping 45 percent.

The email-assisted growth also extends to EBG’s partners. According to Gustave a recent email program they ran with a partner increased the partner’s sales by 700 percent.

New product launches have seen similar success. When EBG expanded their hotel inventory to over 80,000 hotels last year, business grew by over 300 percent.

“We were able to introduce this product line with a targeted send strategy which resulted in immediate results,” said Gustave. Having the right tools in place makes all the difference.

“Salesforce has the best deliverability rate in the industry,” she said. “Ninety-nine percent of our emails get delivered to the customer’s inbox.”