Case Study: realestate.com.au achieves 80% higher open rates and 200% higher click-throughs with Oracle Marketing Cloud

Realestate.com.au Moves from Guessing to Understanding How to Best Engage Customers

realestate.com.au, Australia’s largest property site, faced low engagement from a database that was being communicated with via batch-and-blast emails. With a limited view of customer behavioural and lifecycle data, a tactical approach to email, and little personalisation, the company needed to better understand and target buyers, sellers, and renters.

By partnering with Oracle Marketing Cloud they mapped behavioural data, introduced a customer preference centre, realigned the marketing team, and tested content and trigger-based campaigns to automate personalised communications. The changes drove an 80% increase in unique open rates and a 200% lift in unique click-through rates, while improving targeting, personalisation, efficiency, and overall customer engagement.

Realestate.com.au

Natalie Feehan

Group Manager Marketing Strategy