Expedia’s post stay email follow up case study
Having worked in the field of online marketing and CRM for around 10 years now, I know how commonplace it is to see golden opportunities overlooked and not acted upon.
So when a great example of a company doing it right comes along, I like to celebrate it!
eCRM programmes are not rocket science.
They follow simple logic.
And having designed and managed these programmes myself in the past, I know how they work.
Still, I can’t help being impressed when one works so well.
Last week, I spent a week in Greece in a hotel that I booked through Expedia, so by my first ‘official’ day back in the office, I was already busy calculating how soon I could go on my next holiday.
Clever old Expedia had also been thinking about that too…
I opened up my inbox to find this targeted email:
It’s like they read my mind!
With a strong data strategy and lovely tone, this email was so well-timed that not only did I spot it amongst the 274 other promotional emails I’d received in the last 24 hours, but I also opened and read it.
So how did they do it? Well it’s simple really.
- A data file output 48 hours after the end of a booking
- A triggered email with a clear and simple subject line and message sent to that data file
- Some basic personalisation – destination or hotel name
- A direct call to action
And realistically, if I wasn’t 30 weeks pregnant, I’d probably have actually acted on it too.
Bravo, Expedia. Thumbs up to an excellent eCRM strategy.