Case Study

Brief

1. Transactional Messages
Using email as one of the main customer communication tools, alpharooms were in need of a reliable partner to provide complex transactional messages which would be in line with the comprehensive product and service range: from flight only and flight +hotel offers, to car rentals and travel insurance services.

2. Marketing Messages
To increase relevancy of their marketing messages, alpharooms wanted to send out their weekly travel offers tied to relevant UK airports. They thus needed of a solution that would help them send individualised messages in high volumes without jeopardising the email quality and spending extra time and resources on coding HTML.

3. Up-sell
alpharooms were looking to use their transactional messages which generally enjoy high open rates to generate more bookings through cross- and up-selling.

Strategy

To address the client challenges, emarsys built two content management systems for alpharooms - one tailored specifically for transactional and one for marketing email messages.

Execution

For transactional messages, the bespoke emarsys CMS enabled the alpharooms and emarsys account teams to easily build 38 different types of email messages in four languages. In 30 days turnaround time alpharooms had reliable and relevant transactional messages running, delivered to the recipients’ mailboxes. In addition, the emarsys Transactional Module also provided them with the opportunity to incorporate cross- and up-selling messages and interactive customer surveys for increased customer engagement and better loyalty.

For marketing messages, emarsys helped alpharooms to significantly improve their regular emails by altering the client sign-up form in order to gain in-depth customer insight and by utilising the CMS to enable alpharooms to send highly personalised offers, precisely targeted based on the customer demographic and previous purchase behaviour, as well as on the open and click-through behaviour across the year.

Finally, to ensure alpharooms marketing and transactional messages always hit the customer inbox; emarsys assigned a dedicated team of deliverability consultants for ongoing monitoring of campaign performance.

Results

• Improved deliverability rate of 99.75 percent and 99.6 percent across transactional and marketing messages accordingly. Virtually 100 percent inbox delivery
• Cross- / up-selling message click rate of 30-35 percent with the resulted increase in sales by 9 percent
• 15 percent response rate achieved for post-travel surveys – 53 percent of users providing user-generated content
• Resulted ROI - 32% increase

“emarsys helped us improve relevancy of our marketing messages and increase response rates through better targeting. They allowed us to completely take our minds off email setup, dispatch and deliverability and free up time to focus on business development. It will be safe to say that the 32 percent increase in the email marketing ROI that we have seen in the last year is largely due to the emarsys technology and support.”
Daniel Morley Marketing Director, alpharooms.com