[Case study] How can you boost your sales significantly with personalized communication?

Marketers know that to seduce a prospect, you have to create emotion by making him dream, travel, escape... In a word, you have to tell him a good story... HIS story! The one that will make him react according to his interests, his past, his habits...

For the story to be beautiful, it must be PERSONALIZED!

Tour operator Alpes Ski Résa understood this, and called on ExpertSender to help them set up one-to-one communications with their prospects and customers. The result? Increased sales and satisfied customers.

In this case study, Clélia Hutin, in charge of digital marketing strategy at ExpertSender, explains how they went about it. Discover this emailing software through this success story.

See all software Email

Our customer Alpes Ski Résa in a few words

A brand of the Travelfactory group, part of Compagnie des Alpes, Alpes Ski Résa is a tour operator whose main aim is to make ski vacations easier for its customers. Their online offering is broad and comprehensive: from equipment rental to resort accommodation and ski passes. Everything is provided for personalized turnkey offers!

What were their challenges?

Alpes Ski Résa wanted to make a clearer shift towards digital. The aim was to push this sales channel further, so that it would enable the company to boost its overall sales and increase its market share.

At the same time, Alpes Ski Résa wanted to boost sales of additional services and thus increase the average basket.

To achieve this, the company needed a multi-channel marketing solution capable of helping it implement personalized one-to-one communication.

💡 O ne-to-one marketing is the practice of individually personalizing promotional and marketing content, based on the profile and expectations of each prospect and customer. In this way, each consumer receives a personalized offer, with the effect of increasing engagement and conversion.

What solutions did we offer?

Following an analysis of our customer Alpes Ski Résa's needs, we proposed the implementation of a one-to-one emailing strategy.

The actions carried out were as follows:

1. Setting up data tables to collect behavioral data on each prospect and customer visiting their alpes-ski-resa.com website.
   
2. Use of this data to design newsletters with dynamic content. In this way, newsletters display different content and offers depending on the visitor's behavior.
   
   
   In this configuration, the content of each e-mail is adapted according to the date, place and services already purchased by the customer. The e-mail will then highlight only those services that have not yet been subscribed to. Rates are modulated according to the different variables (location and date).
   
3. Newsletters can be sent to clearly differentiated customer segments, thanks to our advanced segmentation tool.
   
4. Integration of these dynamic newsletters within automated scenarios, instantly adjusting the content of subsequent newsletters, sent according to subscriber reactions.

💡 Automated scenarios are definised by a series of steps and associated actions that take place according to precise rules and conditions. The latter therefore adapts automatically according to your customers' reactions, thanks to the interpretation of customer behavioral data. This quantitative information can go as far as defining a complete profile. It's invaluable for better understanding your customers, and for adapting your communication to deliver a unique customer experience.

Example of 2 Alpes Ski Résa e-mails personalized according to customer purchases thanks to dynamic content:

• Accommodation customer :

• Customer Lodging and ski rental :

Depending on the dates, location and services purchased, the content of each e-mail varies, offering a list of complementary services 100% tailored to the customer.

The results

The combination of data table/dynamic content/automatic scenarios quickly bore fruit:

• Mail opening rates soared, with a 6-fold increase.
• Click-through rates increased by 4%, from 24% to 28%.
• And best of all, we've saved the best for last: conversion is now much higher! In fact, additional sales have increased by 20%.

"Thanks to the scripting of mailings and the personalization of messages, our sales increased by 20% through cross-selling. The data and experience we've acquired will enable us to make relevant modifications to continue optimizing additional sales."

Nicolas Magnaldi, Marketing Manager at Alpes Ski Résa

See all software Email

In conclusion

The famous " 3 B's" - the right content for the right person at the right time - a basic marketing concept, has once again proved its worth.

For Alpes Ski Résa, the "right content" is determined by a combination of online behavioral data and the right offers and products. The "right people", in this case recent customers, are targeted through advanced segmentation. And last but not least, the "right people" are sent out at the "right time", thanks to automated scenarios.

So it's clear that one-to-one personalization of email content is now essential in web marketing. If implemented correctly, this technique delivers rapid results, with significant sales growth.

A/B testing, advanced segmentation, dynamic content emails and automated scenarios will help you optimize this content personalization. This way, you'll reap the rewards of your hard work in return... with maximum ROI and sales!

Sponsored article. Expert contributors are authors independent of the appvizer editorial team. Their comments and positions are their own.