3X revenue increase with personalised late availability
Diamond Holidays improved yield with intelligent campaigns based upon local pickup points to sell the final few spots on upcoming coach tours.
Diamond Holidays improved yield with intelligent campaigns based upon local pickup points to sell the final few spots on upcoming coach tours.
Diamond Holidays improved yield with intelligent campaigns based upon local pickup points to sell the final few spots on upcoming coach tours.
Coach tour company Diamond Holidays had challenges ensuring all spots on their tours are sold. For each spot unsold was a direct hit to profits as they have to commit with partners at a fixed number of passengers.
To solve this problem they had resorted to full database campaigns but this presented several challenges of their own:
Migrating away from manually created campaigns Diamond instead went for an automated template. The yield team would specify the tour IDs in a Google Sheet that needed promotion and Reignite would match to all customers within a 10 mile radius of one of the pickup point locations.
The recipe would also check the live tour feed to ensure the holiday had not since sold out. As Diamond were using real-time image tags that fetch the content when the customer opens the email, this ensured only tours still available were shown.
Secondary content within the email showed a range of other late availability tours departing in the next month were shown that again had a pickup point close to the customers home address.
Overall email frequency reduced from day 1 of using the automated late availability template as more late availability tours could be promoted with just a single email - and all of them applicable to where the customer lives in relation to tour pickup points.
Even though volume of email reduced, overall revenue increased 3X due to the tours being relevant to customers. Sending one late availability email to a ⅓ of the overall email database would generate the same as one of the weekly ‘blast’ campaigns to 100% of the database. Click-rates are 42% higher than these generic sends.
Personalisation is shifting from static blocks and black-box tools to dynamic, controllable catalog curation. Reignite is the only platform built for CRM teams to take this leap. Join the brands already redefining what personalisation looks like.
