Working with and comparing prices across some of the biggest Travel Brands in the UK, travelsupermarket.com enable customers to compare options from hundreds of travel websites, to save customers time and money.
To grow the TSM customer database via email sign up and acquisition without disrupting the main user journey to click out of site on partner deals.
By increasing the ‘known’ customer database TSM would be able to communicate with more customers via email, drive more traffic and revenue and improve customer engagement. In addition, by utilising real-time behavioural data and insight, TSM enable the delivery of relevant and timely content that encourages customers to come back to site and help retain them.
Varying strategies by customer type, adapting to device type, based on whether the customer was known, un-known or already subscribed to the TSM database.
Behaviour based email prompts & overlays designed only to appear to unknown or non-subscribed customers, were complemented by follow up email campaigns displaying last search data. TSM also played back recent searches onsite to ‘unknown’ customers to aid engagement via personalisation and encourage
click through. The campaign management feature of Intilery allows the CRM team to manage all direct customer messaging, customer segmentation and site campaigns from within a single tool, so keeping relevancy and targeting at the forefront.
Behavioural email triggers generate a good % of CRM revenue, so growing the base of ‘known’ customers is critical to the on-going success of TSM. Over 12 months the email acquisition campaign delivered a 4-fold increase in the overall size of the database resulting in a 70% boost in revenue. The onsite personalisation campaign targeting unknown customers also increased conversion in the test group vs. the control, so showing some very promising results already.