Email marketing case study: LastMinute.com
LastMinute.com has built its brand through the web.
Their use of email has helped create discussion and engagement as well as building sales and driving response for key promotions. In this case study we look at some of those promotions and how they use short term offers to drive response as well as building awareness of the nature of their offers and building the LastMinute.com brand itself. Reading through the language in their eRM programme it’s clear the brand extends its tone of voice and engagement from the website into email. The same approach and structure is used in their social media and the programme has clearly built revenues and conversions since before the web became the main focus for the travel industry.