Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Strategy

Center Parcs goes for higher conversion in Britain

Center Parcs is not a small player. With 4 parks they are the absolute market leader for short vacations in the United Kingdom. By using email marketing they aren’t directly trying to sell more vacations, but to get more return for every stay.
center_parks_campagne
Jeremy Colston, the CRM manager partnered up with an e-marketing agency to create a clever campaign for all Brits who booked a short stay. The goal was simple. Center Parcs doesn’t just offer Holiday cottages, but also a lot of extra sport, relax and culinary activities. The more extra activities can be sold, the larger the turnover per booked stay.

New strategy

Winning time was an extra goal, both for the client as for the staff of the different locations. So they focused on getting guests to book as many of those extra activities online beforehand. In order to do that they needed to mix up their old strategy. The standard email messages, that were so general that they could be applied to every location, were split up for every location and their own promotions. That’s the benefit if you’re starting your email marketing from within your CRM environment.

More focused on their stay

Instead of starting from the date of reservation like before, they are now more focusing on the date of arrival. Center Parcs doesn’t offer the same program of activities every week. Now they use there emails to offer a relevant program, based on their actual stay. This was all one done by an automatic connection with the databases. Every day, and with every new reservation, new automated campaigns can be sent out.

Adapted to the park

Fifteen weeks before arrival, a welcome message is sent by the chosen park – automatically of course. That messages is pimped with content and data of the booked park. They offer you a map of the park. The rest of the message is filled with relevant content and with all the activities that are taking place during their stay. This first email will be followed by a set of automatically triggered emails.

Walking the line

The guests will get an extra message with the reference of the reservation, booked activities, and the possibility to change – read add – the reservation, the route towards the park, the number of days until their stay, a checklist with things they shouldn’t forget to bring along, and the offer to order a prefilled fridge with the supermarket of the park. And every time, they highlight all the extra activities.

The results

They didn’t have to wait long for the results. All email campaigns got a lot higher open and click rates. And not just once, put permanently. Their personalization generated 20% higher conversion. The turnover per stay increased dramatically, and for all the activities that were booked, 80% was reserved online and before their stay. Which made sure that the employees at the reception desk could work more efficiently. And the guests could immediately go work out, instead of waiting in line.

Did you get surprising results from a change in strategy? Let us know in the reactions!

May 25, 2014Ann Flipkens
Previous storyAn animated gif as conversion driverNext story10 elements to check when building your mailing list
Home Center Parcs goes for higher conversion in Britain
9 years ago Strategy705
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Strategy, Tips, Trends

The event is comming, the astonishing has happend

Yes, the spelling mistakes in this title were implemented on purpose. As a trend watcher in the world of email marketing we obviously have subscribed to a dozen newsletter. Sep 18, 2015Ann Flipkens

Uncategorized

The anatomy of a B2B sales email

Trends is a magazine that has lots of business readers. So even though they target people, they often apply B2B strategies to their messages. Jun 5, 2015Michelle Dassen

The right steps to conversion!

We like to get conversion in our email messages. And conversion that brings in money immediately is even better. But do we always follow the right tactic? May 17, 2013Ann Flipkens

Strategy

Online marketers count on an external platform

We already expected as much, but the results of the Email Barometer, the Belgian national yearly email marketing report, confirm it. E-marketers count on a professional external email marketing platform to manage their email marketing. Apr 12, 2014Ann Flipkens

Cases, Tips

Welcome emails compared in 5 points, who wins?

It was a coincidence, but when looking for a software for the recording business processes, we subscribed to two trial versions at two different companies. Of course you will get a neat – like the laws of email marketing demand it – welcome message. Only they both differ significantly from each other. We put them […]

Strategy

7 strategies to soften a blooper

Email marketing is a quick tool. Quick sometimes means a little too fast. And even if you have a good check in place, it’s easy to miss a mistake when clicking on the send button. Sep 12, 2014Michelle Dassen

Email marketing, Personalization, Social media, Targeting

Email marketing is back from never being gone

Email marketing regularly dares to be the center of a much-discussed topic: is email really a dying communication medium? Many marketers claimed that traditional media are stepping aside for new communication media such as social networks and apps. Of course we are not disputing the decreasing effectiveness of a mass communication medium that sends one […]

Use the delay to your advantage!

You launch an email marketing campaign! And in the first following hours your email get conversion. And then slowly but surely the graph of the registered clicks moves towards the bottom. Jun 18, 2013Ann Flipkens

Most Viewed
2,090

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,540

10 tips to integrate a promo code in your email marketing

1,468

An integrated offline and online communication at Nespresso

1,353

Bloopers you can avoid

1,207

Was this useful?

1,170

11 ideas to improve your opt-in form

1,072

The future of email marketing (II)

1,063

10 elements of a great welcome message

2018 © Flexmail