Personalised content through segmented eCRM

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In acknowledgement of the changing cruise market, Royal Caribbean wanted to find a way to create a more personal and relevant dialogue with customers and prospects

Key to this approach would be the ability to retain volume communication.

Working with our insights partners Mavens, over 152 different CRM data points were analysed and clustered to create 8 meaningful customer segments. Insights exposed by the activity identified some key segment characteristics, allowing us to build a picture of the different types of Royal Caribbean guest.

A content matrix created a personality for each segment, including the ideal positioning, related content and activities of interest. This has enabled us to continually craft a vast volume of relevant and targeted emails, driven by insight.

Segmented emails have resulted in a 23% increase in bookings per campaign, compared with those without segmentation applied.