23% click through rate for Transavia’s interactive celebration campaign

Strengthening customer loyalty at Transavia

The latest, delightful campaign from Transavia had three key pillars they wanted to meet in their goals. 

Most importantly they wanted to increase customer loyalty with an original, additional point of contact. They also had a focus on increasing email engagement and conversions, encouraging the recipient to book with Transavia again in the future to improve retention.

The third key pillar to this campaign was to expand brand awareness with the Transavia Holidays branch, enticing the reader to use their personal discount code to book a package holiday. 

What were the results?

Birthday congratulations email:

• Corrected open rate* (OR): 54%
• Click to open rate (CTO): 48%
• Click through rate (CTR): 23%

Birthday voucher email:

• OR: 93%
• CTO: 12%
• CTR: 9%

*The open rate stated in these figures does not include proxy opens from Apple and other servers.

This campaign is a first in Transavia’s history. Having never celebrated their customers birthdays with them this was a new idea for their database. Becuase of the personal nature of the email, Transavia expected higher open rates compared to their more general newsletters. 

The features of the email to improve engagement rate were:

• Personal and relevant:
  Email’s marketing specific occasions in the recipient’s life are more personal and relevant because it is specifically aimed at them and no one else. This personal touch usually attracts more attention than a newsletter.
• Positive association:
  Birthdays are generally happy and positive occasions. Therefore, a birthday email can evoke positive emotions, making recipients more likely to open and read the email.
• Element of surprise:
  People are curious about the contents of celebratory emails, especially if they expect a surprise or a special offer. This element of surprise increases the likelihood that the email will be opened.
• Exclusive offers:
  Birthday emails often contain exclusive offers or discounts intended only for the birthday person. This exclusivity can motivate recipients to open the email and take advantage of the offer.

How did we achieve such great results?

Through the use of a Senior Campaign Developer from Deployteq, we conceptualised the campaign and investigated the technical possibilities in terms of interactivity. 

This research phase ensures the email displays correctly across all clients and browsers. The design of the email was then converted into HTML by on of our multi-channel campaign development experts. The interactive elements used through the campaign was a connection to Spotify to play a personal favourite song, and an interactive gift to be opened at the bottom of the email.

Finally the code was structured to optimise deliverability. The email is now sent daily via a campaign in Deployteq to the birthday boys and girls. 

What does the email look like?

Subject Line:
Hooray, {firstname}! Fly along in your party plane and check out your gift ✈️
Preheader:
Let the celebration begin! 

Here’s a peek at some of the feedback Transavia received:

• “What a lovely touch on my birthday. Something that bought me joy and I will book a trip with you soon. Great PR, keep it up!”
• “Surprising and very original. Thank you. Best wishes from the birthday person. “
• “Many thanks for the lovely email; it was a nice surprise!”
• “Very nice gesture! Thank you”
• “What a funny email!”
• “This birthday email is really great! On Sunday, I’m flying with you again. Got a flight to Bari for my birthday”
• “Thank you very much for this lovely email ❤️”
• “Without even looking at the gift, I think this is a great email, thanks”
• “What an incredibly lovely email “
• “Love it!!” “This makes me so happy”
• “What a beautiful email.” “Nice details!”
• “Incredibly nice thank you “
• “Beautifully made, puts a smile on your face, wants to travel straight away”
• “Lots of information in a great fun way”
• “Thank you for this positive vibe”
• “So original!” “Had to really laugh about this :)”
• “My birthday party!” “Nice set up!”
• “Nice to be surprised on my birthday with such a funny post!” “Thank you!”
• “Haha this made me laugh! Super cute congratulatory mail!”
• “So surprising… Very nice!”
• “Very nice and really appreciate it, which is why I usually fly with you.”
• “Original and surprising”
• “I was pleasantly surprised.” “Birthday Mail very nicely designed!” “Merci!”
• “Thank you for the beautiful congratulations”
• “Feels like a real birthday now”
• “What a super nice birthday treat”