Low-cost carrier Transavia’s birthday celebration campaign has achieved a 23% click-through rate (CTR), which outperforms the industry benchmark of 8.68% according to the 2024 GDMA International Email Benchmark by the Global Data and Marketing Alliance (GDMA).
The campaign, designed in collaboration with Deployteq, was aimed at enhancing customer loyalty, increasing email engagement, and boosting brand awareness for Transavia Holidays.
Its primary objective was to strengthen customer loyalty through “unique”, personalised communications.
The airline added an engaging additional point of contact, to encourage repeat bookings and promote its holiday package offerings with a special discount code to celebrate customer birthdays.
A first for the carrier, launching this type of campaign, it reached open rate of 54%, a click-to-open rate of 48%, and a click-through rate of 23%.
The accompanying voucher email achieved an open rate of 93%, a click-to-open rate of 12%, and a click-through rate of 9%.
These results underscore the campaign’s success in not only capturing but maintaining recipient interest.
Sjuul van der Leeuw, CEO of Deployteq, said: “Transavia are paving the way for innovation within the travel industry.
“This specific interactive campaign showcases the power of data-driven content that’s designed to engage each recipient on an individual level.
“They’ve also shown promising steps with the integrations of AI, setting new standards for how travel organisations communicate with their customers.
“This campaign exemplifies how leveraging advanced technology to produce highly personalised content can lead to unprecedented levels of engagement and customer satisfaction.”
The interactive email design included features such as a YouTube connection to play songs within the email, and a digital gift reveal, both of which were meticulously crafted to maximize deliverability and impact.
Kim Goode, a spokesperson for Transavia, added: “Our collaboration with Deployteq has been instrumental in the campaign achieving such remarkable results.
“Their expertise and innovative approach have enabled us to connect with our customers in a personal and engaging way, setting a new precedent for our marketing efforts.
“The response from recipients has been overwhelmingly positive, with many praising the personalised and surprising nature of the emails.
She said: “Comments included: ‘What a lovely touch on my birthday. It brought me joy and I’ll book a trip with you soon. Great PR, keep it up!’ and ‘This birthday email is really great! On Sunday, I’m flying with you again. Got a flight to Bari for my birthday’.”
