Case Study. EasyGo

The Company

Easygo.pl is the fastest growing online tourist service in Poland. The EasyGo Reservation Center provides expert travel counseling and mediation, and the latest Internet and call center technology. The company works with more than 60 major tour operators, contributing to a database of more than 500, 000 outstanding travel deals every day.

The Challenge

EasyGo had been using its in-house system to deliver all its email marketing campaigns, limiting them to traditional "batch and blast" type email marketing. Using same message template in newsletters sent out to every demographic and interest resulted in over-crowded formats (Example 1) − with open rates of 17% and click-through rates of only 5%! Naturally, EasyGo subscribers were less engaged with the quality of EasyGo emails, because they didn’t match their needs or interests.

The Solution

To increase response rates and customer satisfaction, GetResponse designed and executed highly customized email marketing program, utilizing list segmentation techniques. GetResponse also helped to optimize EasyGo creatives to drive more traffic to the company’s Web site and convert more sales.

EasyGo.pl worked closely with the GetResponse Team to create a campaign that targeted individual customer needs. During the 2-week campaign, each subscriber received up to 3 messages, each narrowing down subscribers’ specific interest. The GetResponse solution helped to segment the list and schedule next interest-based broadcasts.

To get subscribers’ attention, the first message (Example 2) employed a creative approach, using list segmentation, and offering subscribers the choice of either exotic destinations or ski resorts for winter holidays. Based on the information gathered from the first emails, EasyGo was able to create more detailed and relevant content for round two. For example, subscribers that clicked on “ski reports” received another email with a map covering all popular winter holiday destinations. The third message - targeted to clickers interested in visiting a particular country - contained unique offers for local ski resorts. Using a combination of only a few different creatives and advanced list segmentation, each subscriber received highly personalized offer.

The Results

Now that GetResponse has replaced the in-house system, EasyGo can produce highly effective, targeted campaigns that increase bookings and customer loyalty. The following open and click-through rate (CTR) improvements were achieved with the very first campaign:

	In-House Solution	GetResponse
Click-Through Rate	5%	45%
Open Rate	17%	87%

Thanks to email marketing results like these, EasyGo is getting closer every day to becoming Poland’s leading online travel company.