Case study: St Christopher’s Inns increase email feedback by 66% with PureCampaign With plenty of experience engaging with customers online, St. Christopher’s Inns found focusing energy on already active individuals on their database proved a much more rewarding online activity than putting resources into re-activating cold leads. ‘In our industry successful sales is more about investing time and I’d rather have 20,000 active users than 120,000 non active ones.’ explains Media and Communications Manager, Duncan Robertson. However, he elaborates, the audience needs to be approached in the right way to keep them active: ‘Our customers are resistant to any really hard sell so customer relationship management is a central activity. They are travellers so they are not interested in getting pro

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