Creating an engaging and effective travel eCRM

Celebrity cruises needed to ‘up the ante’ with their ecrm to gain greater engagement, conversion and revenue.

Our initial task was to evolve existing offline brand guidelines to work powerfully in digital communications. We created an aspirational approach as well as defining a series of rules and best practice. As a result, our digital creative was adopted globally even though the brief was initially UK only.

To avoid wear-out and maximise impact, we developed and tested an HTML template with 57 modules that could be combined to deliver greater variety in look and feel whilst maintaining brand consistency and production efficiency.

We harnessed booking data held on previous customers to create highly personalised email communications, as well as new customer journeys and an ongoing test programme.

Emails were conceived using Burn’s proprietary ‘Engagement Framework’ and included engagement devices such as gifs, cinemagraphs, animated icons and widgets, driving interaction rates.

Over a two year period, Burn transformed the quality of output, along with results – lifting the average open rates, click-through rates and conversions to booking.

Highlights during peak booking period included:

• 50% greater engagement rate
• Significantly higher CTRs
• Sales from one highly personalised campaign delivered an ROI of 160:1