Vaya.nl is a low-cost travel operator, best known for their package vacations to Turkey. In a comparative survey of the online travel industry that was performed in 2007 by Netprofiler, Vaya.nl was shown to be the best in their class. Among other things, this survey focused on e-mail marketing activities.

 

Vaya.nl has been a client of E-mark Solutions since 2004, and the organization sends out a newsletter with vacation offers every week. These offers are deep-linked to their website, where visitors can quickly check the availability of a wide variety of vacations or book their trip right away.

 

The Vaya e-card

In 2007 an event-driven 1-on-1 e-mailing was added to their marketing activities, which took the shape of 3 e-cards:

• Welcome home
• Have a nice trip
• Happy birthday

The e-cards are sent out on every day of the week to a dynamically generated pool of e-mail addresses with the following properties:

Welcome home: Date of return: +2 Days
Have a nice trip: Date of departure: -1 Days
Happy birthday: Date: Today

 

Fully automated

The e-cards are sent out automatically at a fixed time every day, using e-mail addresses and personal characteristics (mode of address, last name) that are loaded from Vaya.nl's CRM database on a daily basis. The e-cards allow the entire e-mail campaign to be set up according to desired customer response and reaction stages. E-cards can even be outfitted with cross-sell offers based on a customer's booking history and/or personal profile. Pushing all available, relevant customer information from the CRM database to the e-mail marketing database and vice versa is another big step the application can take care of.

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