Deck from webinar where experts from Skypicker and Exponea demonstrate how targeted micro campaigns reactivate lost passengers in travel industry. Practical tips inside.
5. Reactivation: Quick wins easily available,
advanced methods yield better results
Large-scale reactivation
campaign on at-risk
customers, e.g. discount
vouchers, promo codes
Simple email reminder
following abandoned
booking
Specific campaigns
targeted on micro
segments
21 3
IntermediateBasic Expert
6. Use appropriate channels for each step of the
journey, focus on what matters the most
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marketing
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Content
marketing
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Customer journey in travel
REACTIVATIONACQUISITION
10. Funnels – practical tool for measuring
customer journey and identifying bottlenecks
Select BookingView trip
ths
63,6%
passengers
leave
11. Abandoned booking reactivation can bring
back 25% of lost customers
Reactivation
by simple
email
Select BookingView trip
ths
63,6%
passengers
leave
12. • Match campaign cost and LTV
• Use retargeting & custom
audiences for high-spenders
• Adjust value and timing to match
your situation
Simple mass email campaign on all churned
can get you up to 5% conversion
5% 7% 11%
11% 15%
18%12%
8%
13%
Recency (months)
At-risk
300+
100
~300
100-
Monetization(€)
<3 3-6 6<
13. A/B test and iterate to find patterns and
reach industry optimum
More complex scenario
This is a real AB test:
we test timing (30, 60, 120 min)
and then 3 variants of reactivation email.
14. Identify the most important drivers behind
customer behavior to create segments
• Cost sensitive
• <4 trips/year
• 4mths in advance
• Low cost sensitivity
• 6+ trips/year
• Mon-Fri, no Sat/Sun
• Large cities
• Weekend trips
• Group bookings
• Low cost sensitivity
• Weekend trips
• 48hrs before flight
• Special destination
• Weekend trips
• Booking in pairs
PlannersBusiness PartyLast minute LGBT
16. Key learnings
1. Reactivation can significantly boost your profit margins
2. Booking abandonment follow up is a low–hanging fruit
3. Use Recency-Monetization matrix for simple reactivation
4. Micro-segmentation will help you optimize yield
17. Want to try analytics of fastest growing companies?
Visit exponea.com to learn more
Editor's Notes
Doplnit hodnotu – claim o CAC vs LTV call / email / sms / retargeting