British Horseracing Authority

The British Horseracing Authority are the UK governing body responsible for the regulation and promotion of racing throughout the UK. During my time at SOUK 360, BHA required a platform to allow them to effectively deliver email based marketing to their extensive database.

The database was composed of legacy contacts, contacts from special promotions and a regular feed of data from their E-Commerce website for UK race bookings. The E-Commerce feed contained detailed information on events booked, dates, value etc. BHA also had a requirement to send email data based on location – allowing them to target contacts in regions and by proximity to their local racing course.

We took the website data-feed and legacy data then fed it into a data model and web application. We built in the ability to send email campaigns via UK postcode, either as entire regions – for example the newsletter is targeted to Scotland, North England, South West England etc. or as granular as proximity to a particular race course.

We also included trigger functionality allowing BHA to automate the sending of individual emails based on criteria – for example based on the sales date send an email asking customers “did you have a great day?” and enclosing a short questionnaire the day after an event they had booked tickets for. We also included a client approval process before any email campaigns were delivered.