RedEye helped Budget implement the Customer Behaviour Campaign; a highly segmented programme of behavioural email marketing. Using RedEye’s unique integrated database Budget was able to capture and hold a large range of customer and prospect data, covering both online behavioural activity and registration details.
The data was segmented within the database enabling a range of email triggers to be set up and automatically sent to specially target certain data pots. Email triggers were spilt into different categories covering pre-purchase, post-purchase, personal triggers and business customers.
Pre-purchase emails were used to encourage consumers to make an initial purchase. These emails covered abandonment, welcome and browser information.
Welcome emails were introduced to target any user after they registered online; these emails were used to help build brand loyalty and encourage users back to the website to make an online booking. The browser information email was triggered by any user that had viewed 2 pages of the website, but had not entered into the buying process.
In the post-purchase category, as well as a general conformation email, Budget also introduced a pre-rental reminder email. These emails helped to improve customer engagement and loyalty, while providing a perfect opportunity to upsell.
Personal triggers, such as ‘happy anniversary’, were sent based on a time completely unique to each individual user.