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Boosting engagement through customer insight
Knowing your customer helps drive better customer experiences and uncover revenue opportunities
Campaign objective
With new resorts and a constantly evolving product offering, Sandals Resorts (Unique Vacations UK Ltd) wanted to better understand their customer to ensure best practice marketing, drive better customer experience and identity potential revenue opportunities.
Approach
Acxiom carried out a full data cleanse of the client’s past-guests database, followed by data analysis using Personicx Profiling to identify key customer groups.
To understand the customer better, Acxiom’s InfoBase was used to enhance existing datasets and a UK “customer profile” was created.
Results
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email open rate
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in click-through rate
Takeaways
- The client created 3 key customer segments, per brand, to target with tailored creative.
- The customers within these segments received a series of 3 emails, each with tailored content and subject lines, which increased average open rate by 9% and CTR by 7.5%.
- They were also able to convert lapsed-bookers, providing additional revenue from this previously dormant segment.
