Considering that by definition these customers were lapsing and lapsed and were therefore not engaging with Monarch anymore, the conversion rate of this campaign is the highest performing of all Monarch’s behavioural campaigns in 2015 at 12.26% . The average booking value was also higher than the average behavioural email at £319.37 compared with £219.65.
The introduction of the dynamic ‘next destination’ suggestions into the email increased the click through rate (12.3% to 13.49%) and conversion rate (11.61% to 13.65%). In the first three months of its implementation (from June 2015) the campaign generated 90% of the revenue the old campaign generated in its 17 months of implementation (Oct 2013 – Feb 2015), and an ROI of 2484%.
A control group was used to test the incremental impact of the campaign for one month, in which 10% of the lapsed segments did not receive the email. Lapsed customers who received the email were 1.6 times more likely to re-engage with Monarch than those who didn’t, highlighting the value and importance of this data analysis project.