www.redeye.com

MONARCH AIRLINES INCREASING CUSTOMER ENGAGEMENT

FROM THE CLIENT“We are again thrilled with the results RedEye have achieved in the last few weeks from our weekly email sends. The customer relationship with our brand and communicating to each individual with the most relevant message is our main focus with any marketing channel. Having had major success with our automated behavioural email campaigns, it is a fantastic opportunity to implement this success into our weekly, tactical campaigns, keeping the content unique in each and every email sent and maximising the value of the

THE SOLUTIONRedEye introduced their unique algorithm matrix into their email templates allowing data driven dynamic content to be implemented into the campaign where applicable to the recipient in order to achieve higher conversions whilst retaining the individuals’ unique customer journey.

By enhancing the content of the generic template by adding

for their generic offer-led campaigns.

HYPOTHESIS: The test was run on Monarch’s least loyal segment of their database.

recipients whom had not previously booked would showcase more relevant content per recipient, increase engagement and hence provide a message hailing more propensity to book.

CONTROL: Search abandoners (who RedEye would expect to be considerably engaged at the time) received the regular, generic, weekly tactical offer-led email.

VARIATION: Implemented dynamic subject line based on last destination searched, small CTA in header of the email, also destination

email, served to all the abandoners in the last 14 days.

THE CHALLENGEMonarch were keen to increase engagement and conversions from their generic, offer-led email campaigns sent to the majority of their database every week. Key to this was retaining the individuals’ customer journey and relationship with the brand.

www.redeye.com

RedEye International Ltd35-38 New Bridge Street

BlackfriarsLondon

EC4V 6BWRegistered in England No. 4035064

www.redeye.com

MONARCH AIRLINES INCREASING CUSTOMER ENGAGEMENT

THE RESULTSRedEye’s unique algorithm created an instant, considerable uplift in all key responses from campaign deployment. For those whom received behavioural content, after only 1 day, open rates increased from 17.6% to 31.9% comparing abandoners to non-abandoners. The same control cell abandoners receiving the generic content only achieved 26.1% open rate in the same time frame.

The same uplift was seen in both click through rates and conversion. 31.2% compared to 11.3% respectively. Again the control only met 27.5% click through.

After 48 hours, the behavioural dynamic content had generated 41.5% open rates compared to 23.8% generic content.

Conversion rates after 2 days were equally impressive. 745% increase in total revenue compared to the control.154% increase in conversion rate compared to non-behavioural send.

Tests run over a four week period remained consistent, proving that adding data driven behavioural content into generic weekly sends increases bookings, conversions, revenue and engagement.

Adding more complex behavioural algorithms will only add value and increase the above, such as dynamically inserting welcome back content, upsell opportunities for booker not yet departed and lapsed customers.

data to the individual will retain both the customer lifecycle and the engagement with the brand and the relationship with your customers and prospects.

www.redeye.com

RedEye International Ltd35-38 New Bridge Street

BlackfriarsLondon

EC4V 6BWRegistered in England No. 4035064