Dutch airline KLM saw email conversions quadruple following the implementation of Webtrends Streams. Webtrends explain how the campaign worked
Webtrends Analytics has empowered KLM to maximise its email marketing strategy using data-driven evidence and knowledge, allowing KLM to have a better understanding of its consumers. Since implementing Analytics and Optimize, KLM has seen improvements on campaigns and activities. With Webtrends Streams, KLM has been able to immediately process customer data and send an appropriate email within an hour of them leaving the site.
Webtrends was selected for its robust Analytics and Optimize platform, and ability to access in-depth reporting into online visitor behaviour to identify actionable insights. Since using Webtrends technology, KLM has seen significant uplift in conversions through email marketing, with markets such as The Netherlands, Great Britain and Germany seeing uplifts of up to 400 per cent. Additionally, emails sent using Streams intelligence have seen a 34 per cent increase in open rate, and a 94 per cent higher click-through rate. KLM has also been able to identify potential drop-off points in its sales funnel, and altered its user experience to address these potential losses.
Frans Poldervaart at KLM says: “The travel market by nature is very fast-moving and we needed to be able to quickly identify any potential customers interested in booking flights within the optimal timeframe of one hour. When we saw Streams’s capabilities, we were instantly sold. We have been delighted with the results and can see the scalability of it for other regions.”
Maarten Sambre, Regional Director Benelux for Webtrends, adds: “KLM is operating in a lucrative market, rife with competition. We understand the need of KLM to differentiate from its competitors, and any challenges they may face in the travel industry. The results speak for themselves, Streams has been highly effective and we look forward to expanding our services with KLM to more of its international markets.”
To date, Webtrends technology has been deployed across 13 markets including the Netherlands, UK, Germany, France, Finland, Switzerland, Denmark, Spain, Finland, Italy, Sweden, US and Canada. This provides KLM with visibility into any differences in campaign preferences from visitors in different countries, allowing each campaign to be fully optimised to the consumer.