Taking customers on an email journey
Flight Centre UK has been established for over 20 years and now has more than 80 high street stores in the UK and nearly 2,000 worldwide. In the lead up to the 2016 summer season, Flight Centre wanted to maximise repeat bookings and increase the number of inbound enquiries from its email channel. As Flight Centre’s trusted partner in sophisticated email marketing, Communicator offered its best practice advice and services to see how they could achieve this together.
Flight Centre collaborated closely with the Communicator team to develop a series of automated campaigns and establish new customer journeys. However, before these journeys could be created, one of the key challenges was to consolidate the many disparate forms of customer information that Flight Centre held. You probably know what it’s like when you have different pots of information sitting everywhere, these can sometimes get to hard to manage. So the first priority was turning these silos of information into one ‘single view’ format, ensuring an easier integration. Once this was done, the different automated email journeys were then mapped out and designed. Along with the single customer view, these automated journeys ran with ease, and Flight Centre were confident that the right customers were receiving the right messages.
Flight Centre also used the services of Communicator’s in-house creative services team to have some master templates created in its drag & drop designer. To stand out from the crowd, and to display the offers clearly but innovatively this involved a bit of thinking outside the box! However, we like to think that there’s nothing that our design team can’t do, and they do love a challenge.
Once these multiple customer journeys were designed and implemented, the next stage was adding in video content to their email marketing. Flight Centre did this to make sure that their communications were not only personalised, relevant and timely, but that they were also highly engaging.
The results that they achieved from this campaign were amazing! After only six months the Flight Centre were able to boast an ROI of 1600 per cent. Everyone was happy to report that ROI in the 12 months from July 2015 to July 2016 and in October 2016 had doubled, as well as total enquires were up 30 per cent on the previous year, totally smashing their campaign objectives.
What Flight Centre said
“The campaign has been outstanding! In learning how to better utilise email as a marketing channel, we’ve been able to dramatically increase enquiries and sales.”
Would you like to find out more?
As advocates of sophisticated email marketing, we encourage everyone to take our Sophistication Scale test. This framework plots where you are currently with your email marketingand where you could be. For help on how to get there, don’t worry we can help with everything in between. If you’re stuck on where to start when planning your campaign, take a look at our Guide to Setting your Campaign Foundations. We also have lots of helpful hints and tips on our blog. To see what you could achieve with your email marketing, make sure you get in touch! We’re always happy to help.