Bon Voyage! Travel Site Wins With 17,000% ROI
Monarch, a well-established travel website, needed a new, automated email campaign to generate fresh bookings, but wished to avoid bombarding users with random special offers that might damage the brand’s reputation.
The challenge was to find customers who were ready for purchase, discern what type of travel they were most interested in, and then incorporate that into targeted, focused and enticing emails.
Using RedEye’s unique, single-customer-view database, Monarch was able to capture data indicating which destinations users searched for on their website – segmented by the exact destination searched and by flights, holidays and/or hotels.
For each of the chosen destinations, three templates were devised, each incorporating dynamic content. All emails were automated.
Template one was sent the morning after the search was made. It thanked the user, included the destination name and an enticing image, a clear call to action and offered great deals.
If the user still did not book, a 2nd email was sent 3 days later, with an added incentive; then a 3rd dynamic email a week after the original search, suggesting other nearby destinations (a targeted and effective cross-sell).
In all of the email templates, landing URLs allowed users to arrive on a page which easily enabled them to complete a booking to their chosen destination.
The campaign proved to be extremely effective, with an average open rate of 56.53%, reaching over 70% on several occasions. The average CTR was 34.37%, reaching 44.62%.
In two months, the campaign conceived by RedEye achieved a click-to-sale conversion of over 6%, generating over 6,000 bookings – nearly 100 bookings a day!
In all, RedEye’s campaign for Monarch achieved an amazing 17,257% ROI!