Haven Holidays improves customer engagement by 121%

    The Challenge

    Haven Holidays is part of Bourne Leisure Ltd. The company owns and operates 35 award winning family holiday parks throughout England, Scotland and Wales.

    Haven Holidays were finding that a proportion of their online customers began the booking process, but dropped off before confirming their holiday booking. Aware the further a customer is within their discovery process the higher the propensity to book, Haven wanted to implement an automated triggered email marketing programme to target customers dropping out of the booking process.

    The ultimate aim was to re-engage the customer and improve the online conversion rate.

    The Solution

    RedEye and Haven implemented an abandoned basket campaign consisting of 3 automated email programmes tailored to the type of holiday a ‘drop off’ customer was searching for.

    Using RedEye’s intelligent reporting software the website for Haven Holidays (Haven.com) was tagged to capture the search behaviour of online customers.

     

    The Results

    The abandoned basket email campaign attributed directly to 780 bookings with a direct click to book conversion of 2%.

    In addition to this another 2,074 bookings were made within 30 days of customers receiving an abandoned basket email, equating to an overall ROI of 2,815%.

    The average open rate for the campaign was 54% with a click through rate of 53%. Customer engagement improved by 121% compared to previous mailings.

    We have been working with RedEye for 4 years and are impressed with the innovation and results they have helped us achieve. Using an automated abandoned basket campaign has been a great investment. Being able to convert drop out customers with relevant, timely behavioural email has really paid off.

    Head of ECommerce

    Haven Holidays

    121%

    increase in customer engagement

    54%

    click through rate

    2815%

    ROI on the campaign

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