Data strategy: CreatorMail's campaign for TUI UK
16 Jun 2011
Objectives
Data Strategy - GoldCapture on and offline pre-purchase behaviour and generate targeted emails during potential customers’ decision-making phase.
Strategy and targeting
The holiday industry is hugely competitive, with tough challenges facing major operators in an industry where customer loyalty is hard won.
Traditional segmentation based on recency, frequency, value is limited at delivering email responses, so the agency wanted to find a different way to capitalise on lost opportunities. Using enquirer tracking, email and web analytics, the Engagement Warehouse captures behavioural data on millions of customers and prospects. It combines historical transactions, live web and email click, search and select behaviour, retail store visits, and enquirer touch points to help them understand how customers and prospects act before purchase. This is a strategic investment in technical capability that now allows us to know when our prospects are in the market, what products they’re considering and when they want to go. They no longer need to rely on traditional ‘spray and pray’ email but identify those who are in the market right now, seek out those who want to go away at different times, to different places, with or without children, to 5* or budget products. They can focus on those who have shown the most interest.
The creative strategy resides in the technical side of this project. The data drives output to give dynamically-crafted 121 messages daily. Each programme is designed with content geared around a specific behavioural event, to help customers in their decision-making and populate ‘on demand’ individually and personally tailored content. The creative challenge was making the recommendations subtle enough to not create a ‘Big Brother’ feel. It’s an incredibly sophisticated data structure, with proprietary software, triggered web services, email and web content integration, delivering significant strategic and competitive advantage through eCRM services in a highly commoditised and price sensitive market.
Database
This programme extends the agency's understanding of customers’ pre-purchase journey and is at the heart of a well-defined data strategy engaging all TUI UK contacts, historical transactions, email engagement, and web analytics. It reveals previously untapped analytical trends, tactical and strategic opportunities and enables 121 capability.
Results
An open rate of over 55% and subsequent 25% click-through. Over 10% of clickers go on to purchase.
