Award-winning worldwide escorted touring holidays & short breaks provider.
Titan approached MetroMail with a challenge. They were finding a proportion of their customers were going on their website, viewing holidays – some even putting them in their baskets, but then not completing their purchase. They wanted to re-target these customers in a timely manner, but hoped to achieve better response rates than email generally generates. They know that their audience are very receptive to mail, therefore, wanted to trial mail for ‘cart abandonment’.
Our Data and IT team worked with Titan to devise a solution, whereby data captured on Titan’s website is automatically sent to MetroMail through a secure file transfer process. This data is then used to create personalised mailers; each shows a product overview in a simple, but dynamic form. In addition, they have tested incorporating incentives to encourage customers to go back and complete their purchase. The turnaround time on this campaign is 48 hours, so the end customer receives their mailer 2 days after visiting Titan’s website.
As a result of this reactive campaign, Titan saw a 20.6% conversion rate! They still use this method of reactive marketing and continue to see excellent results.
What we used to do it
- Data services
- One-piece mailer
‘We know the importance of an integrated marketing campaign in order to successfully target our market and blend the digital with the real world. Through basket abandonment re-targeting, we have ensured we are front of mind by leveraging digital intelligence and a hard touch with highly personalised mailings. MetroMail’s Customer Service team have been an essential source of advice, guiding us towards the best options to suit our needs and coming up with innovative solutions to help us achieve our goals, increasing our ROI and creating stronger relationships with our customers’.