Webtrends, global leader in digital marketing solutions, today announced that leading travel company KLM has implemented its Analytics, Optimize and Streams solutions, resulting in a significant rise in the success of KLM’s email marketing campaigns. With Webtrends Streams, KLM has been able to immediately process customer data and send an appropriate email within an hour of a customer leaving the company’s website with an abandoned cart.
Webtrends was selected for its robust Analytics and Optimize platform, and ability to access in-depth reporting into online visitor behavior to identify actionable insights.
Since using Webtrends technology, KLM has seen significant uplift in conversions through email marketing, with markets such as the Netherlands, Great Britain and Germany seeing uplifts of up to 400 percent.
Additionally, emails sent using Streams intelligence have seen a 34 percent increase in open rate, and a 94 percent higher click-through rate.
KLM has also been able to identify potential drop-off points in its sales funnel, and altered its user experience to address these potential losses.
Frans Poldervaart at KLM says: “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’ capabilities, we were instantly sold. We have been delighted with the results and can see the scalability of it for other regions.”
ExactTarget has integrated the customer data coming from Webtrends Streams into ExactTarget and automated the abandoned cart campaign. CloseContact manages this abandoned cart campaign for several countries that is part of KLM’s customer lifecycle managed by CloseContact and executed within the ExactTarget Marketing Cloud.