Royal Caribbean International

Powering RCI forward using data led-strategy and innovation

Effective targeting with eCRM

Appointed as the lead CRM agency for Royal Caribbean in 2015, we kick-started this relationship with a strategy project involving data segmentation, performance benchmarking and a full creative review. Now responsible for the ongoing design, build and delivery of all email activities, we are committed to providing customers with relevant and engaging content at all journey touch points, from automated pre-cruise email suites to tactical and targeted emails, with a consistent focus on driving brand loyalty and commercial impact. We follow a data-led approach to strategy and the eCRM work we deliver for Royal Caribbean is underpinned by user research, A/B testing and insights, utilizing the latest technologies and innovations to ensure continued growth and success.

While our main focus centres on eCRM, our consultancy sees us work closely with both Royal Caribbean’s media agency, ensuring above the line campaigns are accurately reflected within email communications, and their internal web development team, to provide optimised customer journeys from email to web. We have also built a strong relationship with the business’ CRM team and regular daily contact helps to ensure that communications are segmented and personalised in the most effective way, resulting in enhanced eCRM performance.

The result of this integrated approach is a continued rise in both email engagement and revenue when comparing YoY campaigns. Since working with Royal Caribbean we have seen a 19% uplift in emails delivered, 23% uplift in campaign bookings and an impressive 28% uplift in campaign revenue.