ECRM: CreatorMail's campaign for TUI UK

Objectives

Capture 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 toughchallenges 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 we wanted to find a different way to capitalise on lost opportunities. Using enquirer tracking, email and web analytics, we capture behavioural data on millions of customers and prospects. The engagement warehouse combines historical transactions, live web and email click, search and select behaviour, retail store visits, and enquirer touch points to help us 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. We 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. We 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 togive dynamically-crafted 1-2-1 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. It’s a long-term investment in a data strategy based on a single customer view of multichannel engagement across all our brands, that delivers a substantial competitive advantage through CRM in a competitive market.

Database

This programme extends our understanding of customers’ pre-purchase journeys 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 1-2-1 capability.

Results

An open rate of over 55% and subsequent 25% click-through. Over 10% of clickers go on to purchase.