KLM boosts email conversion 400%

Dutch airline KLM has seen boosts of up 400% in email marketing conversion rates after implementing analytics and optimisation software, which has given it a far greater understanding of customer behaviour.
The software, provided by digital marketing solutions firm Webtrends, has enabled the airline to identify exactly where key drop-off points were in its customer marketing strategy and identify who to send retargeting emails to.
To date, Webtrends technology has been deployed across 13 markets including the Netherlands, UK, Germany, France, Finland, Switzerland, Denmark, Spain, Finland, Italy, Sweden, US and Canada. This provides KLM with visibility into any differences in campaign preferences from visitors in different countries, allowing each campaign to be fully optimised to the consumer.
Using its Analytics and Optimize platform, markets such as The Netherlands, UK and Germany saw uplifts of up to 400%. Meanwhile, emails sent using its Streams intelligence have seen a 34% increase in open rates, and a 94% higher click-through rate.
KLM web analytics manager Frans Poldervaart said: “The travel market by nature is very fast-moving and we needed to be able to quickly identify any potential customers interested in booking flights within the optimal timeframe of one hour. When we saw Streams’s capabilities, we were instantly sold. We have been delighted with the results and can see the scalability of it for other regions.”
Webtrends regional director for Benelux Maarten Sambre added: “KLM is operating in a lucrative market, rife with competition. We understand the need for the company to differentiate from its competitors, and any challenges they may face in the travel industry. The results speak for themselves, Streams has been highly effective and we look forward to expanding our services with KLM to more of its international markets.”