Flight Centre is a worldwide retailer of journey providers and merchandise together with flights, trip packages, lodges, excursions, cruises, insurance coverage and in-person journey session. With the mission to make journey accessible to everybody, Flight Centre supplies trip packages at quite a lot of worth factors to locations everywhere in the world.
The corporate is intent on staying in contact with subscribers and makes use of email marketing to offer related updates, personalised offers, and journeys to loyal vacationers. Flight Centre Canada has been utilizing Marketing campaign Monitor with Tagga (which was recently acquired by Marketing campaign Monitor) and has made spectacular leaps ahead with open charges, click-throughs, and web site visitors from email hovering to new heights.
We chatted with Andrew Walker, E-mail Advertising Supervisor, and Sheila Recuenco, CRM and Knowledge Supervisor, to find out how the group makes use of Tagga and Campaign Monitor to gasoline Flight Centre Canada’s email marketing engine.
Inform us a bit about Flight Centre Canada.
AW: Flight Centre is a worldwide firm that began in Australia. It launched in Canada in 1995, and we’re additionally in New Zealand, India, South Africa, United Arab Emirates, The USA, and a handful of different nations.
We’re the most important bricks-and-mortar journey retailer with over 150 shops and over 1000 consultants throughout seven provinces right here in Canada. Every of our shops is staffed with our journey consultants and airfare specialists– they’re out there in retailer, in individual, on the telephone, and by way of on-line chat and email.
SR: The distinctive expertise with Flight Centre is that you simply work with a journey marketing consultant. You get the expertise of a one-on-one dialog, and also you work with somebody who’s a specialist in journeys to sure areas of the world.
AW: We’re a retailer that welcomes not simply journey fanatics, however anybody who needs to journey. We welcome all ages and all totally different sorts of individuals. When individuals contact us, they’ve seen our promoting or marketing, they usually intend to journey and are enthusiastic about it.
How do you employ email marketing at Flight Centre?
AW: Membership Pink is our email membership program, and we ship out unique trip packages, contests and giveaways, and basic journey promotions. We phase our lists and ship subscribers not more than two emails per week.
Our flagship email is shipped as soon as per week, and it consists of common promotions and journey merchandise. We phase these emails throughout Canada based mostly on eight departure gateways, and main cities in Canada the place individuals would journey from. We name out very particular promotions, similar to Toronto to New York, or Toronto to Cuba, in these emails.
SR: We additionally diversify our newsletters which embrace extra targeted emails, akin to our Membership Pink Cruise. Our subscribers who’re cruise fanatics obtain a publication particular to cruising.
We additionally supply a Membership Pink Luxurious publication which fits out to subscribers which have expressed an curiosity in luxurious journey. As well as, we layer in subscribers who’ve very excessive common spend to this program. To realize the curiosity of the youthful era, we provide month-to-month email to our millennial subscribers partaking them with journey ideas and concepts pointing to our social channels.
Why is email marketing necessary to Flight Middle?
AW: We’ve been utilizing email marketing for at the very least ten years, and email has all the time been extremely essential to our marketing technique. It’s not solely the most cost efficient way we generate enterprise, however it’s additionally probably the most personalised strategy to attain our clients.
Subscribers have invited us into their private inboxes, and we take that very significantly. We need to make positive we’re sending probably the most related info potential to our subscribers.
SR: When it comes to quantifying gross sales from email, we depend on email metrics in addition to a enterprise intelligence device that analyzes how a lot income we get from email. This software measures email engagement charges but in addition provides perception into how nicely every email performs from a gross sales perspective. For instance, we all know that our ClubRed subscribers contribute roughly 20% of our complete gross sales, which is highly effective.
How are you utilizing Tagga with Marketing campaign Monitor and the way has it helped what you are promoting?
SR: Tagga permits us to tie our email marketing on to income. It homes our transactional knowledge, buyer profiles, social media, on-line reserving knowledge, and it weaves all of it right into a CRM software.
We will then get insights about our clients in a single view, and see how properly every of our channels is doing with our clients. Because of Tagga, we’re capable of see simply how massive of an influence our email program has on our backside line.
Proper now, we’ve a number of totally different knowledge streams flowing via Tagga to assist us perceive who our actual group is. We needed to plug in our point-of-sale knowledge to learn how typically clients purchase from us and the way a lot they spend.
We determined to stream a ton of different channels into the platform– we even have telephone and web site leads going by means of Tagga, in addition to our social channels. We’ve then used this info to study our email subscribers, and we will use Tagga to export knowledge immediately into the Marketing campaign Monitor platform.
What record segments do you employ to energy your automation and personalization?
SR: We use dynamic content to focus on our emails to 4 particular demographics. We created these 4 demographics by way of focus teams, and we goal these teams with particular imagery and presents that might be most related to them. Our 4 teams are:
- Single unbiased traveler
- Household traveler
- Double revenue, no youngsters sort traveler
- Retired traveler
To realize details about our subscribers, we use character quizzes to learn how individuals journey and supply a possible prize of an inclusive journey. In change for signing up for the competition, we study extra about them so we will put them in an applicable phase.
For instance, we’re presently operating a Mom’s Day contest with a quiz:
We will then use the responses from this quiz to place subscribers into specific segments in order that they’ll obtain messaging that’s related to them.
We additionally personalize our email campaigns to make positive that the subscriber feels the deal is for them particularly. We even personalize our phrases and circumstances to incorporate the subscriber’s identify, in order that they really feel the deal is ideal for them.
For instance, right here is an email that showcases dynamic imagery for a specific persona with a customized providing. This email options:
- Personalised imagery and lead in content
- Deadline pushed to create urgency
- Personalization: first identify, marketing consultant labored with up to now
- Phrases and circumstances on the backside embrace the subscriber’s identify to showcase this supply is only for them
Inform us extra about a number of the superior email techniques you employ.
AW: Once we first began utilizing Marketing campaign Monitor, we started A/B testing instantly. We’re all the time doing that, and we all the time need to be altering and enjoying with our email templates. As we develop, our subscribers will doubtless change and evolve.
SR: We use marketing automation as properly, and we’re at present operating a lot of buyer journeys. One is a welcome email. If a subscriber fills out a type on our web site, they obtain an automatic email welcoming them to ClubRed.
We even have an automatic re-engagement program. We’ve been capable of bucket our subscribers into 5 totally different engagement segments based mostly on how typically they open our emails.
We now have:
- Lively – final engagement 30 days in the past
- Engaged – final engagement 90 days in the past
- Unengaged – final engagement three to six months
- Ghosts – final engagement over one yr in the past
We’ve devised particular automated packages to re-engage the unengaged and ghost segments or encourage them to unsubscribe in the event that they’re not .
As soon as subscribers develop into “ghosts,” we cease contacting them as typically. We don’t supply promotions. As an alternative, we provide way of life content, and we encourage them to take part in our contests so we will achieve extra details about them.
In the event that they nonetheless don’t interact with us, we consider it’s okay if subscribers depart, and we ask these subscribers to update their preferences or to unsubscribe. We’re not making an attempt to contact subscribers who aren’t focused on our content or choices.
How lengthy have you ever been utilizing Marketing campaign Monitor? How did you choose it?
AW: We’ve been utilizing Marketing campaign Monitor for about two years now. Our earlier email service supplier was not capable of develop our program any additional. We needed to enter a brand new period of email marketing and take our program to the subsequent degree. We have been capable of migrate, retain the options we had earlier than, and achieve a ton of latest ones.
The templates constructed into Marketing campaign Monitor made it straightforward to create new templates and ship out emails a lot faster than we have been earlier than– that’s been an enormous profit. Utilizing the drag-and-drop email builder allowed us to create a more mobile-friendly template that immediately influenced our net visitors from email.
Enhancing our email templates has resulted in a 57% improve in click-through charges.
The templates have allowed us to save lots of time so we will ship out much more related emails. Our emails turned far more visually interesting, as nicely. It’s develop into simpler for individuals to click on on our emails, and
We’ve seen a 30% improve in net visitors since implementing Marketing campaign Monitor.
How do you measure email marketing success at Flight Centre?
SR: Earlier than we used Tagga and Marketing campaign Monitor, our measurement of success was commonplace email metrics comparable to open charges, click-through charges, net clicks, in addition to eCommerce conversions.
Now, utilizing Tagga, we’re capable of perceive gross sales generated from ClubRed over an extended time-frame. For instance, we’re capable of see that subscribers who open sure emails go on to make a purchase order inside 30 days.
We’re nonetheless finessing that 30-day time-frame– we’re discovering this can be a good spot to start out. Nowadays, individuals see journey they like, they usually need to e-book it. Simply since you obtain a number of emails doesn’t imply you’ll open every one– you’ll open those most related to you.
Our emails generate excessive open and click-throughs– we see a excessive ROI on our CRM campaigns. E-mail is such a price environment friendly channel to make use of. We’re not spending an excessive amount of to speak, and we see a big return.
For each greenback spent, we see a return anyplace from $25 to $40 per buy.
Utilizing Marketing campaign Monitor and behavioral knowledge, the workforce at Flight Centre can study extra about our subscribers, the content they interact with, and the gives that curiosity them. Based mostly on this knowledge, we will put them into segments and additional personalize their expertise. It’s extremely highly effective.
The workforce at Flight Centre Canada is happy about Marketing campaign Monitor and Tagga’s new partnership, and may’t wait to see how the 2 proceed to work collectively to seamlessly cross knowledge.