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
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.