Personalised travel email drives 30 per cent uplift

Targeted customer acquisition email activity during the consideration phase for a holiday company has driven response upwards by more than 30 per cent. Thomson, part of TUI UK, has worked with CreatorMail to respond to customer behaviour during their holiday selection process with intelligent and engaging information.

Thomson holds a database of millions of opted-in email addresses captured during previous transactions and enquiries. To meet weekly targets for online engagement, millions of personalised messages are dynamically created, driving prospects to the website using tailored offers and messages, followed-up with product propositions tailored to known interests and holiday search selections. A live inventory of personalised holiday offers is created for each customer based on their known behaviour.

“Due to intense competition in the holiday sector, some holiday makers are becoming brand agnostic, so early engagement is becoming more important in guiding the customer to their preferred destination and capitalising on opportunities to acquire new business,” says CreatorMail’s managing director, Mark Brennan.

“To capture interest during this critical period, we have developed a ‘research through booking’ eCRM programme based entirely on customer behaviour using a combination of traditional segmentation techniques and complex analytics to personalise online offers to millions of prospective holiday makers,” he says.

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