A post purchase customer journey and single customer view
1600 per cent return on investment from email
Flight Centre chose Communicator as its strategic email service partner in summer 2015. Only six months on from the solution going live, Flight Centre were able to boast a 1600 per cent return on investment from the email channel. Flight Centre doubled its ROI in the 12 months from July 2015 to July 2016 and in October 2016, total enquiries were up 30 per cent on the previous year.
Sophisticated Journeys Drive Repeat Bookings
In the lead up to the summer of 2016, Flight Centre sought a strategic solution to maximise repeat bookings and inbound enquiries from its email channel. In order to achieve this, the Communicator team collaborated closely with Flight Centre to set up a number of automated campaigns and establish new customer journeys.
The challenge was to consolidate many disparate forms of customer information into a ‘single view’ format, which could then be integrated with Communicator in order to optimise marketing performance.
Multiple customer journeys were implemented in order to make sure communications were personalised, relevant and timely. For example, the ‘post purchase’ journey, consisting of a confirmation email, an email to up-sell insurance, travel reminders and a welcome home email. Flight Centre chose Communicator to create these emails based on the need for a professional, fast, robust platform which would support testing, in order to maximise campaign performance and ROI.
The Communicator team supported Flight Centre in sending highly engaging emails with embedded videos, including a ‘Thank You for Booking’ video, which was sent through automated journeys on the back of customers booking with them.
- Consolidate customer information and integrate with Communicator
- Map out new highly targeted and personalised customer journeys
- Build emails quickly and effectively
- Test emails to optimise opens and conversions
- Increase sales via email in the form of repeat bookings and inbound enquiries
In learning how to better utilise email as a marketing channel, Flight Centre was able to dramatically increase enquiries and sales. Key takeaways from the experience will help to shape future campaigns and maintain a high level of success.
The most beneficial takeaways included:
- Using countdown timers in emails in order to drive urgency
- Incorporating video into certain emails to enhance engagement
- Utilising different styles of calls to action, including the innovative ‘Sticky CTA’, remaining in place as a customer scrolls an email
What happens next?
Flight Centre are seeking to further progress along the Sophistication Scale, using Communicator’s cutting-edge email suite to even greater effect. As more customer data is gathered, more insights will be gained which will help in the development of new campaigns and opportunities for growth.
What the customer said…
“We’ve seen some great initial results working with Communicator. Our single customer view will help us to ensure our communications are highly personalised, relevant and timely moving forward. In the next 12 months we hope to take an extra step on the Sophistication Scale”
– Flight Centre
Communicator has published more Customer Success Stories on its website detailing how its customers achieved breakthrough results. If you want to, you can achieve email sophistication too! Take the test to see where you are now and where you could be on Communicator’s Sophistication Scale or get in touch.