Case Study - Travel
Travel club expands customer knowledge through email
Expert profiling delivers successful email test campaign
- An exclusive members only travel club were looking to reverse their falling sales trend in the UK market.
- Explore email marketing potential to expand consumer acquisition across the UK.
- Reduce client’s dependency on a single data source.
- Develop further consumer understanding and build an acquisition targeting strategy.
- Carried out extensive client customer database analysis, breaking customers down into active/inactive segments and examining the factors driving individual seasonal buying behaviour.
- Created four prospect test files based on client’s different customer profiles plus DLG and PDV’s own experience of travel sector audiences.
- Ran multi-variant testing of prospect groups and alternative email creative.
- Developed an outbound email campaign, with personalised landing pages.
- Overall 7% open rate.
- DLG and PDV’s “ideal customer” profile outperformed standard demographic selections during the test.
- Pre-populating registration forms on landing pages increased conversions by 20%.
Background
- An exclusive members only travel club were looking to reverse their falling sales trend in the UK market.
Challenge
- Explore email marketing potential to expand consumer acquisition across the UK.
- Reduce client’s dependency on a single data source.
- Develop further consumer understanding and build an acquisition targeting strategy.
Solution
- Carried out extensive client customer database analysis, breaking customers down into active/inactive segments and examining the factors driving individual seasonal buying behaviour.
- Created four prospect test files based on client’s different customer profiles plus DLG and PDV’s own experience of travel sector audiences.
- Ran multi-variant testing of prospect groups and alternative email creative.
- Developed an outbound email campaign, with personalised landing pages.
Results
- Overall 7% open rate.
- DLG and PDV’s “ideal customer” profile outperformed standard demographic selections during the test.
- Pre-populating registration forms on landing pages increased conversions by 20%.