The Caravan and Motorhome Club
Last-minute escapes made simple
Timing, targeting, personalisation of emails and simple messaging with a clear call to action
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Business problemThe Caravan and Motorhome Club face significant challenges with last-minute unsold touring pitches at their campsites, partly driven by cancellations and assumptions on availability. Empty pitches equate to lost revenue. The brief was clear - drive members to book these pitches and change perceptions that popular campsites are full during weekends and busy periods.
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SolutionThe key to success was using data to pair members likely to be looking for campsites, with sites that have availability and are likely to appeal to that member (based on distance and facilities), then communicating this in a timely fashion. This communication being a personalised email, featuring dynamic content, driven by member and campsite data incorporated in a strong, simple design.
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ResultsThe campaign achieved an incremental gain of 12% in last minute bookings. The email achieves a 39% open rate.
CASE STUDIES
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The Caravan and Motorhome Club
Task: Personalised communication with members to inform them of sites that are likely to appeal to them, which have last minute availability. Result: 12% uplift in related bookings, 39% open rate.
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The Military Mutual
Task: Using metrics to improve performance. Result: Increased the mailed volume without impacting response – led to increased sales.
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Viking
Task: To identify customers and drive long-term value. Result: 200% lift in response rates.
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The Co-operative Insurance
Task: Steering The Co-operative Insurance DM results in the right direction. Result: 85% decrease in the company’s Cost Per Acquisition.
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BrightHouse
Task: Balance provision of credit with risk of lending, for new and existing BrightHouse customers, within the regulations set out by the FCA. Result: Provision of a real time decision engine drawing on credit, transactional and verification data, supporting in-store and web processes.