Cunard knew they needed to target cruisers to re-book soon after they disembarked – while memories of their cruise were still fresh. Using data insights about their customers they set out to create a tailored communications programme to encourage repeat booking.
Cunard developed a personalised ‘Welcome Home’ mailing for each returning customer. They knew from propensity modelling which future cruises were most likely to be personally relevant. By combining this insight with existing customer information and data collected on board their most recent cruise, they brought alive the recent cruise and guided each customer to choose and book their next cruise.
The personalised mailing tapped into fond memories of cruising with Cunard and increased bookings across the total mailed base; generating a 5% uplift in incremental revenue vs the control. Repeat bookings from first time cruisers increased by 10% over and above the control generating incremental revenue and an ROI of £43.15 for every £1 spent.
Source: Cunard Line - DMA Award Entry
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