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REQUEST FOR EXPRESSION OF INTEREST TO OUTSOURCE EMAIL MARKETING PLATFORM FOR RWANDAIR
Reference:191/WB/2/2023-2024
I. Introduction
The RwandAir Ltd seeks to partner with an experienced firm to assist in the successful sourcing of email marketing platform , Email marketing software empowers businesses to construct and oversee their email databases, establish targeted segments, and track subscriber engagement. Furthermore, it enables crafting of emails, import contacts, plan campaign schedules, and access insights on email performance.
The significance of email marketing extends beyond simply promoting offers. It fosters customer loyalty, nurtures potential leads, drive sales and amplifies brand recognition with each click from an email recipient.
II. Objective
The objective of this call for expressions of interest is to shortlist potential service providers that will participate in the tender for outsourcing an email-marketing platform to cater for both airline loyalty members and general email subscribers of the airline through various customer touchpoints.
III. Document Required
Company details – include whether private or listed company
- Certificate of registration (attach PDF copy)
- List of directors
- Location(s)
- Number of employees
- Number of clients with their corresponding industries and locations
- Number of clients in aviation industry
- References and case studies
IV. Expertise and past performance:
Service providers must provide evidence of their expertise in the sourcing of email marketing platform in the specified domains. This should include certifications, references, recommendations and certificates of good completion from clients to demonstrate a successful record of accomplishment in delivering these services as per specified in the scope of work.
V. Instruction to bid
Any bidder may request in writing to the procuring entity, at its address mentioned above, for clarifications of this expression of interest. The Procuring Entity shall respond to any request for clarification within seven (7) days from the day of its reception. The Procuring Entity shall communicate and forward, without disclosing the source of the request for clarification
Bidders are permitted to submit their document in English and they are not be allowed to submit bids in more than one language. The Contract to be signed with the winning Bidder shall be written in the language in which the Bid was submitted.
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Email campaign management |
Management and creation of email marketing campaigns including newsletter, promotion emails, transaction emails, welcome emails, abandoned cart emails, cross-selling and upselling, feedback and surveys, educational content, etc. |
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Template and Design Customization |
Design and customization of responsive email templates that align with the brand and tone of the airline |
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Personalization |
Tailor content and subject lines for individual recipients |
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Automation and Workflows |
Ability to setup automated email workflows such as member onboarding series, abandoned cart reminders, landing pages and auto responders. |
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A/B and Multivariate Testing |
Testing different elements of emails such as subject line, CTA, salutation to optimize campaign performance |
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Reports and Analytics |
Provide detailed reports on email campaign performance such as open rates, CTR, conversions, bounce rate and unsubscribe rate. This should include insights of subscribers engagement and behavior |
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Delivery and Deliverability |
High email deliverability rate through managing email sending infrastructure, monitor unsubscribe, blacklists, and optimize sender reputation |
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List management |
Maintenance of both airline subscribers and loyalty members list. Maintenance should involve list cleaning, opt-ins and opt-outs |
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Integration |
To integrate with CRM, IBE (Internet Booking Engine), CMS and other relevant systems making sure that data is in sync + process automation |
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Compliance |
Compliance with all relevant email marketing laws – these include data protection (GDPR), CAN SPAM Act as well as provision of tools for subscribers to manage their preference |
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Scalability |
As a growing airline, the platform should be scalable to accommodate increased email volumes |
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Training and Support |
To train users on how to use platform effectively and support for troubleshooting and addressing technical issues |
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Responsive Design |
Ensure emails are device response including varying operating systems |
VI. Minimum Scope of Service to be covered
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Email Deliverability |
Maintain positive sender reputation while motoring IP and domain reputation to minimize bounces and spamming |
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Integration |
Should support various integrations including CRM, IBE and other relevant databases. These should include APIs and web hooks |
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Responsive Email Templates |
Should provide a library of responsive emails that adapt to different devices. These should include WYSIWYG editor or drag and drop feature |
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Automation and Workflow Engine |
Manage complex automation workflows based on triggers and conditional logic. This include welcome series and abandoned cart |
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Email Campaign Scheduling |
The ability to schedule an email for a time in the future |
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Personalization |
Setup of personalized content based on recipient’s data that include names, previous engagement, statement balances, etc. Furthermore, should support dynamic subject lines and email copy |
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Dynamic Content |
Email content that changes based on the subscribers' data, preferences, and behaviors. |
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A/B and Multivariate Testing |
Ability to test email elements such as subject lines, sender names, and CTAs or test multiple variables at once. The testing should provide reports and insights |
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List Segmentation and Management |
Advanced list segmentation that support both loyalty and airline subscribers and further based on user behavior, demographics and engagement. There should be provisions to manage unsubscribe list and handling bounce-backs. |
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Analytics and Report |
Provide a detailer analytics on email campaign performance while offering real-time tracking and reporting dashboards. The reports should cover open rates, CTR, conversion rate, and revenue generated |
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Data Privacy and Compliance |
Compliance with data protection regulators by offering tools for managing consent, opt-ins and opt-outs. Data encryption for sensitive customer data will be required |
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Integration |
Provide multichannel integration such as SMS and Social Media while supporting cross-channel customer journey mapping |
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Branding and Customization |
Allow customization of email templates in line with brand elements such as logos and colors. The platform should support inclusion of custom fonts and styles |
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Scalability & Performance |
Scalable to accommodate growth and handle high email volume during peak periods |
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Advanced Segmentations |
Advanced segmentation include features like predictive analytics and behavior-based segmentation |
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AI and Machine Learning |
Incorporation of Ai and ML algorithms for content optimization and predictive analytics |
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Testing and Quality Assurance tools |
Ability to preview and test email campaigns across different email clients and devices to ensure consistent rendering |
Qualification Criteria
- Demonstrate professional experience in the area of email marketing platform,
- Demonstrate experience of working with airlines in the area of email marketing platform;
- Demonstrate technical and professional capacity to execute the contract if considered.
- Should have physical and verifiable working address;
- Demonstrate compliance with General Data Protection Regulation (GDPR) and CAN-SPAM with robust security measures to protect sensitive customer data and prevent unauthorized access
- Demonstrate capability of handling large email lists and sending high volumes efficiently without compromising performance
- Proven track record of reliability and uptime
- Demonstrate experience in working with corporate institutions;
- Have reasonable number of staff that will be used to execute the contract.
- The Service provider should be highly recognized in the field of Marketing platform and have proven expertise in providing policy advice at in Airline , national or regional level, namely in the field of marketing, platform and innovation policy, as well as policies related to market integration and, more generally, mission- oriented policy design.
Attention for more other profiles could be advisable, in view of specific needs related to new, emerging issues such as impact investment and alternative business, , the ecosystem approach and how to go beyond this mere marketing platform in as far as new product onboard is concerned.
Expressions of interest must be sent to the email: procurement@rwandair.com or delivered to the RwandAir Procurement office, Kigali International Airport Main Building, Top Floor, not later than 14th March 2024 at 11:00 am local time. Only shortlisted firms will be invited to submit their detailed technical and financial proposals.
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