Effective targeting with eCRM
The cruise market is changing. Royal Caribbean wanted to find a way to create a more personal and relevant dialogue with current and potential customers, while retaining volume communication.
Working with our insights partners Mavens, we analysed over 152 different CRM data points to create 8 meaningful customer segments and define key segment characteristics. The result: a rich picture of the different types of Royal Caribbean guest, and tools to create just the right positioning, content and activities of interest for each segment.
It means we can continually craft a huge volume of relevant and targeted emails – powered by insight. This approach has resulted in a 23% increase in bookings per campaign, compared with those without segmentation.