Expedia CruiseShipCenters, the Canadian cruise holiday specialists, provide a wide range of cruises to a diverse audience. Each cruise is personalised to the individual by a travel agent. A core element of their marketing programme was their Dream Voyages magazine, mailed to loyal members three times a year. However, with a growing number of Canadians transacting online, the company thought it was time to combine their direct marketing efforts with digital. Expedia CruiseShipCenters set out to see if a multi-channel approach would enhance the effectiveness of Dream Voyages in generating cruise bookings.
To test how a multi-channel strategy, combining mail and email, would compare against mail alone, Expedia CruiseShipCenters divided the mailing of its Dream Voyages magazine into two groups:
• Group A received the magazine with a follow up email from the travel agent.
• Group B received the magazine without follow up email.
To track the impact of each cell, mailings to each group had unique phone numbers and urls.
The results of the campaign demonstrated that mail and email are a powerful and effective combination that delivers increased response rates and boosts sales. The multichannel campaign yielded a 167.27% higher phone response rate and an additional 126% increase in bookings, resulting in a 174% uplift in sales.
“Our entire system is built on personalisation from travel agent to customer. Using email after a successful direct mail campaign reminds clients about the magazine they received in the mail, and lets them know that the travel agent is thinking about them and that they matter. It’s the extra personal touch that helps build customers for life.”
Christina Peerless Marketing Manager Expedia CruiseShipCenters
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