Budget has worked with RedEye for several years and is acutely aware of the importance of continuously developing behavioural email. In 2010, RedEye implemented a segmented behavioural email programme which enabled Budget to capture and hold a large range of user data. The challenge for Budget in 2011 was to utilise data captured to make email more effective as a revenue generating channel.
RedEye’s fully managed email service helped Budget understand the behaviour of their subscribers with a view to target them more effectively. RedEye’s research on how subscribers engage with emails uncovered a variety of factors for Budget to consider when sending a campaign; time, frequency and content.
Through engagement segmentation, RedEye was able to identify the best time to send to different users. Utilising this information, Budget segmented users based on optimal email open time (for each individual subscriber), improving both unique open and click through rates. Further segmentation of users, into openers and non-openers, enabled Budget to manage the frequency of emails sent to individuals based on previous interaction with email campaigns. Doing this not only improved customer engagement but also protected the company’s reputation by decreasing emails sent to non-openers. Seasonal differences were also acknowledged, allowing Budget to approach customers when they were most likely to open emails.
RedEye developed existing behavioural triggers (Welcome email), by creating new template designs, personas and animated gifs. In addition, RedEye created new trigger emails; seven day pre-rental reminder and a Business Connections programme. The updates to the trigger programmes were to sustain the interest of current users and to attract prospective customers based on engagement with previous campaigns.
Since January 2011, the behavioural email campaigns incorporating engagement segmentation has doubled the average conversion rate to 7.43 per cent. The average unique open rate from all behavioural email programmes has increased by 57.8 per cent; a substantial annual improvement.
Deliverability also improved achieving an average of 99.10 per cent across 2011. This increase in deliverability coupled with the volume of emails sent doubling, is a truly impressive result for Budget.
The powerful improvement to customer engagement is epitomised by a 50 per cent increase in total bookings and a 53 per cent increase in revenue. Overall Budget achieved an impressive 782 per cent ROI.
“When used correctly, email marketing can be a very powerful tool to improve conversion and ROI. Since we joined forces with RedEye and started implementing behavioural email programmes such as ‘basket abandonment’ and ‘pre-rental reminder’ our sales have rocketed; we are currently looking to double our year on year revenue. The technology and service RedEye provides are fundamental to the success we’ve had. We will continue to work with them to constantly improve our results.” Darren Peacock, Marketing Communications Manager, Avis and Budget Rent a Car