[Case study] How can you significantly boost your turnover through personalised communication?

Marketers know that to seduce a prospect, you have to create emotion by making them dream, travel, escape... In short, you have to tell them a good story... YOUR story! The one that will make them react according to their interests, their past, their habits...

For the story to be good, it has to be PERSONALISED!

The tour operator Alpes Ski Résa understood this and called on ExpertSender to help them set up one-to-one communication with their prospects and customers. The result? Increased sales and satisfied customers.

In this case study, Clélia Hutin, in charge of digital marketing strategy at ExpertSender, explains how they went about it. Discover this emailing software through this success story.

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Our client Alpes Ski Résa in a few words

A brand of the Travelfactory group, part of Compagnie des Alpes, Alpes Ski Résa is a tour operator whose main aim is to make ski holidays easier for its customers. They offer a wide range of online services, from equipment hire to resort accommodation and ski passes. Everything is provided for personalised turnkey offers!

What were their challenges?

Alpes Ski Résa wanted to make a clearer move towards digital. The aim was to push this sales channel further so that it would enable the company to increase its overall sales and increase its market share.

At the same time, Alpes Ski Résa wanted to boost sales of additional services and increase the average basket.

To achieve this, the company therefore needed a multi-channel marketing solution capable of helping it to implement personalised one-to-one communication.

💡 O ne-to-one marketing is the practice of individually personalising promotional and marketing content, based on the profile and expectations of each prospect and customer. In this way, each consumer receives a personalised offer, with the effect of increasing engagement and conversion.

What solutions did we offer?

Following an analysis of our client Alpes Ski Résa's needs, we suggested that they implement a one-to-one emailing strategy.

The actions carried out were as follows:

1. Setting up data tables to collect behavioural data on each of the prospects and customers visiting their alpes-ski-resa.com website.
   
2. Use of this data to design newsletters with dynamic content. In this way, the newsletters display different content and offers depending on the visitor's behaviour.
   
   
   In this configuration, the content of each email is adapted according to the date, place and services already purchased by the customer. The email will only highlight services that have not yet been subscribed to. Rates are adjusted according to the different variables (location and date).
   
3. Send newsletters to clearly differentiated customer segments, using our advanced segmentation tool.
   
4. Integration of these dynamic newsletters within automated scenarios, instantly adjusting the content of subsequent newsletters, sent according to subscriber reactions.

💡 Automated scenarios are definised by a series of steps and associated actions that take place according to precise rules and conditions. The latter is therefore automatically adapted according to your customers' reactions, thanks to the interpretation of customer behavioural data. This quantitative information can go as far as defining a complete profile. It's invaluable for gaining a better understanding of your customers and adapting your communications to create a unique customer experience.

Example of 2 Alpes Ski Résa emails personalised according to the purchases made by customers thanks to dynamic content:

• Accommodation customer :

• Customer Accommodation and ski hire :

Depending on the dates, location and services purchased, the content of each email varies and offers a list of additional services 100% tailored to the customer.

The results

The combination of data table/dynamic content/automatic scenarios quickly bore fruit:

• Email open rates soared, with a 6-fold increase in the open rate.
• The click-through rate increased by 4%, from 24% to 28%.
• And best of all, we've saved the best for last: conversion is now much higher! Turnover from additional sales has risen by 20%.

"Thanks to the scripting of mailings and the personalisation of messages, our turnover has increased by 20% through cross-selling. The data and experience we have acquired will enable us to make relevant changes to continue optimising additional sales."

Nicolas Magnaldi, Marketing Manager at Alpes Ski Résa

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In conclusion

The famous " 3 Bs" - the right content for the right person at the right time - a basic marketing concept, has once again proved its worth.

For Alpes Ski Résa, the "right content" is determined by a combination of behavioural data collected online and the right offers and products. The 'right people', in this case recent customers, are targeted using advanced segmentation. And finally, the email is sent at the "right time", by automating the emailing process, using automated scenarios.

So it's clear that one-to-one personalisation of email content is now essential in web marketing. If implemented correctly, this technique can quickly produce results, with significant growth in sales.

The functionalities offered by marketing automation are indispensable assets in the successful implementation of this strategy: A/B testing, advanced segmentation, dynamic content emails and automated scenarios will help you to optimise this personalisation of content. In this way, you'll be able to reap the rewards of your hard work... with maximum ROI and turnover!

Sponsored article. Expert contributors are authors who are independent of the appvizer editorial team. Their comments and positions are their own.