P&O’s recent “Grand Event” campaign used dynamic content into their email marketing for the first time, with some extremely strong results. This case study, from Experian CheetahMail, illustrates how P&O a 950% increase in bookings and 679% boost in revenue (as compared to previous email campaign without a video).
More on this case study…
Brand: P&O | Sector: Travel | Country: UK | Agencies: Experian CheetahMail | Objective: Build brand engagement | Format: Email, Video |
Operating in a fiercely competitive industry worth £20 billion a year, P&O relies on its email marketing to best demonstrate the quality and diversity of its luxury and cruise destinations. With its fleet or seven ships meeting in Southampton for the first time, P&O looked to email to drive excitement, raise awareness, encourage bookings and ultimately deliver strong ROI.
In 2012 P&O Cruises announced that their fleet of seven ships would meet in Southampton for the first time, which also included a Royal Review from Her Royal Highness, Princess Anne, as part of their ‘Grand Event’.
The challenge was to create excitement surrounding the event and the P&O Cruises experience within email, to:
• raise awareness
• encourage bookings
• deliver a strong ROI.
P&O Cruises drives a 679% boost in revenue with video in email P&O Cruises utilises Experian CheetahMail’s Video Email Solution to drive engagement and ROI Solution
Andy Mould, from P&O Cruises said “we wanted a way that brought the ‘Grand Event’ to life. Experian Marketing Services was able to help us to deliver a smart and innovative campaign that allowed our customers to get a real feel for the ‘Grand Event’ through a specially commissioned animation.”
Experian Marketing Services worked closely with the client to deploy the Experian CheetahMail Video Email Solution, creating the highest standard video in their emails.
Using clever coding, Experian CheetahMail video email technology ensures perfect playback every time, no matter what device, browser or email client is used. All customers have to do is open the email and then enjoy the video.
Videos in email are ideally suited to sharing via social media, such as Facebook, with the ability to go viral and extend messaging reach far beyond the original target audience.
Video in email allowed P&O Cruises to reach their customers with a form of media that brings an email to life – maximising interest, click through rates and sales.
“The ‘Grand Event’ video email campaign was the most effective video email campaign we’ve run. Delivered to deadline, the campaign resulted in high open and click through rates, which led
to increased awareness and the highest number of bookings we have seen from an email.
It helped us to engage with our passengers in a way that brought one of the biggest events in our history to life.” Andy Mould P&O Cruises
Delivering ROI is a key performance indicator of campaign success and Experian Marketing Services has ensured that measurement of the campaign is integral to the solution.
It has allowed P&O Cruises to see the real impact of this video campaign, which resulted in:
• 11.4 % uplift in unique open rates
• 3.1 % increase in click through rates
• 950% increase in bookings
• 679% boost in revenue
NB. These figures are compared to a Grand Event email sent seven weeks earlier without embedded video technology (based on 30 days from send).