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RedEye A Client Journey: Monarch and RedEye

About Monarch

Why RedEye?

Monarch is a leading UK independent travel group. The company includes a scheduled airline, in-house tour operator and an award-winning engineering division. The airline flies more than six million customers from five UK airports to over 40 European beach, city and ski destinations.

Monarch selected RedEye following a hunt to find a market leading database solution that was the perfect fit for them. They were looking for a partner that could provide them with comprehensive support and capabilities to help them drive their ambitious marketing objectives.Fast forward over 10 years and Monarch are continuing to thrive with RedEye, having seen the benefit of long term investment in their database. Monarch utilise every part of RedEye’s offering, from getting to know their customers better through data insight, delivering a rich Marketing Automation strategy by focusing on analysing user behaviour, to driving online revenue with Conversion Rate Optimisation.

Monarch and RedEye consistently work as unified businesses to maximise value, ensuring that marketing decisions are based on the rich data that continues to deliver growth and high quality customer experiences.

To drive increased conversion and revenue from their digital marketing channels

To invest in a database that could drive long term growth

To use data to drive ongoing communications

To optimise the Monarch website to increase conversion rates

Monarch’s Marketing Objectives:

&

A Client Journey

The Benefits of Long Term Investmentin their Database


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Where It All Began

The key to the future for Monarch was, and still is, data! In order to make data the central cog that keeps everything moving, marketers need a database that puts them in control, giving them accurate and actionable data at their fingertips.

In an ever-changing and increasingly competitive market place, Monarch knew that the key to staying on top was being able to fully understand their customer’s behaviour. Be it the type of holidays their customers were interested in; the destinations being searched; when and how customers navigated the site or how frequently they visited, Monarch wanted to know it. And RedEye were on hand to help Monarch identify these customers.

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Tying all their data silos together meant that with the explosion of mobile in 2010 Monarch had the ability to target their customers accurately. RedEye’s unique ability to track at a customer level across devices generates a genuine single view of the customer for Monarch.

With the connection of Monarch’s variety of data touch points, they saw a significant increase in conversion and revenue from their digital marketing channels, as they moved towards delivering highly relevant and behaviourally driven emails at each stage of the customer lifecycle.

Like most businesses, Monarch suffered from silos within their data. At the beginning of the relationship RedEye worked with Monarch to help them take key steps to transform their database. They turned it into a database that could drive behavioural emails, and tagged the Monarch website to better understand what online behaviours led to a booking.

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“We were looking for a marketing database solution that could really deliver and, with RedEye, I believe we have truly found that. Not only have they optimised our database they have also transformed the way we use it.

RedEye have revolutionised our email strategy, helping us to deliver emails that are based on the actual behaviour of our customers and prospects. The results highlight the hard work put in by both businesses, we look forward to carrying on in the same direction.”

Making Monarch Data Actionable Following the transformation of Monarch’s database, RedEye helped Monarch to realise the true potential of it, with the key aim of making their data actionable. RedEye proposed a number of ideas to the Monarch team with this specific aim in mind.

RedEye worked with Monarch to revolutionise their strategy by utilising all their data to improve their communications to their customers and prospects. Focusing on better treatment of VIPs (including some Vantage Club members); reactivating segments of their database; communications based on website behaviour; booking and search abandonment and post flight communications. Lifetime value measurements and spotting patterns, including when customers would lapse, helped to turn around Monarch’s email communications. Testing aspects like the creatives, landing pages and subject lines was also introduced at this stage, along with an email usability review to optimise emails even further.

RedEye introduced dynamic content into Monarch’s emails, which changed the way they promoted their services to prospects. This allowed them to market to prospects in the buying window with personal holiday recommendations based on their previous searches to really offer the personalised service which makes Monarch the brand it is.

This campaign lead to an average open rate of 56.53%, generating a click to sale conversion of over 6%, equal to 6,000 bookings over a two month period. ROI for this campaign reached an exceptional 17,257%.

Direct Marketing & CRM Manager

AVERAGE OPEN RATE

56.53%

Click to sale conversion of over 6%

ROI for this campaign reached

17,257%

BEFORE the addition of

Dynamic Content

AFTER the addition of

Dynamic Content


SuccessBoth Monarch and RedEye agree that data is central to truly optimising any marketing strategy, so it was key to understand the behaviours and thought processes of the Monarch customer. To do this, RedEye’s Data Insight team undertook an exploratory analysis into their audience which completely changed the way Monarch spoke to their customers. This initial project explored Monarch’s core customer profiles and behaviours and was the project that initiated their long term investment into data insight, giving clear direction on what Monarch should be focusing on going forward.

Since then RedEye’s data insight has become an integral part of Monarch’s marketing, with monthly insights into their database being provided to ensure they are always in touch with their customers’ wants and needs.

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A Data Driven Strategy at the Heart of Monarch’s Marketingeting

Just Some of Monarch’s Data Insight Projects:

Using insight to upsell

1

Using insight to encourage multiple bookings

Using insight to combat lapsing customers

The RedEye Data Insight team dug deep into Monarch’s historical booking data to identify patterns within customer booking behaviour to define lapsing and lapsed customers. Monarch were looking for an innovative way to re-engage these customers. RedEye implemented data driven next best destination recommendations into Monarch emails to encourage another purchase.

Considering this was a campaign targeting lapsing customers, it was a great success with a conversion rate of 12.26% and an ROI

Encouraging re-bookings was an important strategy for Monarch. To understand how to best encourage this, RedEye carried out research into the engagement and booking behaviours of one-time and multiple bookers. This analysis has led to the development of a predictive model that aids Monarch with predicting the likelihood

of a customer to make a follow-on booking.

From the successes demonstrated throughout our time working together, insight has become the heart of the Monarch strategy and is an integral part of the Monarch

32

Monarch were aware that a big proportion of their profit came from customers adding on ‘extras’ to their flight including extra legroom, car hire, insurance etc. Monarch wanted to find out when in the customer journey these extras were being purchased. Analysis carried out by RedEye found that almost 90% of extras were purchased in the 30 days before departure. This insight gave focus to the Monarch upsell programme, becoming a countdown to departure, as opposed to emails being sent a number of days post booking.

Using this insight RedEye produced a behavioural email upsell strategy utilising the Monarch Single Customer View database. Dynamic content fed data from the behavioural and transactional data in the database into the emails ensuring only ‘extras’ relevant to the customer were displayed. Customers’ subsequent emails in the programme are automatically adjusted to make the ongoing communications as relevant as possible. The success of this project was clear with an ROI of 17,969%.

12.26%Conversion

Rate

2,425%ROI

ROIof

17,969%

of 2,425%. It was also found that lapsed customers who received this email were 1.6 times more likely to re-engage with Monarch than those who didn’t!

and RedEye relationship.


SuccessDriving Revenue Through Website OptimisationFollowing an already long and successful relationship with RedEye primarily focused on marketing automation, Monarch turned to the RedEye Conversion Rate Optimisation team to drive further results from their website. Monarch wanted to get to grips with the usability of their website and find innovative ways to improve the user experience.

This research into website usability allowed RedEye and Monarch to work together to generate many high impact test ideas. To date, RedEye have implemented tests to improve conversion rates across the site including tests to encourage the uptake of extras such as baggage, seats and Monarch air-packs, alongside the aim of improving site wide revenue per visitor. These tests led to a 180% increase in air-packs uptake and a 70% increase in baggage uptake.

One example of a successful A/B test to the Monarch website looked at highlighting the lowest fare to help increase the overall flight sales conversion rate:

SuccessIncrease in revenue

per visitor

Overall conversion rate

9.24%

5.07%

This test resulted in a 1.64% increase in overall flight sales conversion rate, an impressive result from a small change, showcasing the impact Conversion Rate Optimisation can provide.

During Monarch and RedEye’s long and successful relationship, clear and significant improvements have been driven across many aspects of their marketing. So far, the overall site-wide increase in revenue per visitor has reached 9.24%, with their marketing automation driving an overall conversion rate of 5.07%.

A benefit that Monarch has seen across the span of their relationship with RedEye has been the continued access to people dedicated to Monarch’s success. RedEye Account Management have always worked closely with the team at Monarch developing ideas to increase conversion and revenue across their website and communication channels. Monarch’s ongoing relationship with the RedEye Data Insight team has also allowed them to understand their customers and their behaviour like never before, meaning everything they do is driven by data.

Control

Winner 1.64% increase

The Benefits of Working with RedEye

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What do Monarch Say About the Journey?

“When we first started working with RedEye in the mid 2000’s we were aware our data wasn’t supporting our marketing efforts the way we really needed it to. We selected RedEye because it was clear they had the knowledge and expertise to support us in such a wide variety of ways.

Over the long period of time we have worked with RedEye, the one element that has really stood out to me has always been the people. Our dedicated Account Managers have formed a crucial extension of our team and we are safe in the knowledge that if we need any support from across the RedEye business they will be there at the drop of a hat.”

Chief Commercial Officer

The power of RedEye’s technology has allowed Monarch to utilise their data on a new level. With the implementation of a Single Customer View database, Monarch’s marketing has become highly targeted, relevant and personalised for each customer.

Contour, RedEye’s Marketing Automation platform, has tied together Monarch’s data with their communication channels providing a unified customer journey, allowing Monarch to utilise Contour to drive Direct Mail campaigns and create targeted Facebook adverts too.

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a client journey - redeye · redeye a client journey: monarch and redeye about monarch why redeye?...

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