Mastering customer journey with reactivation
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The document discusses strategies for customer reactivation in the travel industry, emphasizing its importance as a retention tool. Key methods include large-scale campaigns targeting at-risk customers, using A/B testing, and leveraging micro-segmentation to improve conversion rates significantly. The insights suggest that effective reactivation can enhance profit margins and reduce booking abandonment.
Mastering customer journey with reactivation
- 1. Mastering customer journey with reactivation Andrej Makovicky, Project Manager @ Jozo Kovac, Co-Founder & CPO @
- 2. Jozo Kovac Co-Founder & CPO Andrej Makovicky Project Manager
- 3. 78% of executives at ITB Berlin considered reactivation as the key challenge We will show you 3 strategies helping Skypicker master it
- 4. What is reactivation? RetentionWin-back Churn prevention Related terms: Ability to make your existing customer base book a trip with your firm again
- 5. Reactivation: Quick wins easily available, advanced methods yield better results Large-scale reactivation campaign on at-risk customers, e.g. discount vouchers, promo codes Simple email reminder following abandoned booking Specific campaigns targeted on micro segments 21 3 IntermediateBasic Expert
- 6. Use appropriate channels for each step of the journey, focus on what matters the most DESIRE RESEARCH COMPARE DECIDE PURCHASE EXPERIENCE REVIEW Content marketing SEO Content marketing Remarketing Personalized banners Remarketing Customer journey in travel REACTIVATIONACQUISITION
- 9. Model customer journey in a real-time dashboard – this is how they can look in Exponea
- 10. Funnels – practical tool for measuring customer journey and identifying bottlenecks Select BookingView trip ths 63,6% passengers leave
- 11. Abandoned booking reactivation can bring back 25% of lost customers Reactivation by simple email Select BookingView trip ths 63,6% passengers leave
- 12. • Match campaign cost and LTV • Use retargeting & custom audiences for high-spenders • Adjust value and timing to match your situation Simple mass email campaign on all churned can get you up to 5% conversion 5% 7% 11% 11% 15% 18%12% 8% 13% Recency (months) At-risk 300+ 100 ~300 100- Monetization(€) <3 3-6 6<
- 13. A/B test and iterate to find patterns and reach industry optimum More complex scenario This is a real AB test: we test timing (30, 60, 120 min) and then 3 variants of reactivation email.
- 14. Identify the most important drivers behind customer behavior to create segments • Cost sensitive • <4 trips/year • 4mths in advance • Low cost sensitivity • 6+ trips/year • Mon-Fri, no Sat/Sun • Large cities • Weekend trips • Group bookings • Low cost sensitivity • Weekend trips • 48hrs before flight • Special destination • Weekend trips • Booking in pairs PlannersBusiness PartyLast minute LGBT
- 15. Use micro-segmentation to target campaigns and increase conversion by 200-400%
- 16. Key learnings 1. Reactivation can significantly boost your profit margins 2. Booking abandonment follow up is a low–hanging fruit 3. Use Recency-Monetization matrix for simple reactivation 4. Micro-segmentation will help you optimize yield
- 17. Want to try analytics of fastest growing companies? Visit exponea.com to learn more
Editor's Notes
- #13: Doplnit hodnotu – claim o CAC vs LTV call / email / sms / retargeting