Overview
Flight Centre wanted to serve relevant travel offerings to their subscribers based on data like:
- Travel destination
- Buyer personas
- Travel interests
- Purchase history
- Shopping preferences
Objectives
To create a personalised experience for users and increase travel enquiries.
Target Market
All Flight Centre’s email subscribers.
Execution
Dynamic content—such as header copy, header image, layout, and pricing—was used to provide a personalised experience based on the subscriber’s:
- Departure point: Where users are travelling from
- Buyer persona: One of six different travel personas (Culture, Adventure, Family, Luxury, Relaxed, or Generic) compiled from available user preferences and purchase history
The Results
Dynamic content helped Flight Centre’s emails achieve overall results of:
- A 6.9% higher open rate
- A 4.5% higher click-through rate
- A 4.5% higher click-to-open rate
Departure Points Only
On emails that sent dynamic content based only on the users’ location, the results included:
- A 69.7% increase in website traffic from the emails
- A 106.45% increase in email user enquiries on the Flight Centre website
Persona Personalisation
Emails that sent dynamic content based on the subscribers’ buyer personas achieved the best results of all, including:
- A whopping 388.72% increase in website traffic from the emails
- A 153.75% increase in email user enquiry submissions on the website
Success Factors
The massive success of these mailers was thanks to a combination of factors, including:
- Dynamic content: Pricing, content, imagery, and layout were customised according to user location and persona
- The subject line: These included personalisation and/or emojis
- Preference centre: This allowed Flight Centre to gather user data and send targeted content
