1 TUI GROUP | Department | Name | Date

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Email examples

TUI GROUP | eCRM | Neelam Modhvadia

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Live example

TUI GROUP | eCRM | Neelam Modhvadia

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Identify what our customers really think about First Choice emails.

Overall aim:• Look beyond analytics – let our customers tell us why they are

not clicking. What can I change to improve this in terms of layout and content?

• Reduce email unsubscribes – stop guessing! Deliver what our customers actually want to receive.

• Increasing content relevancy – retaining customer base and ensure our brand presence in the inbox remains strong.

• Boost Customer satisfaction – qualitative feedback to discover what keeps them happy.

Objectives for the trial

TUI GROUP | eCRM | Neelam Modhvadia

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• Trial costs: £0• Ability to use this as little/often as we like• Easy set up. Basic HTML• Real time feedback available on dashboard• Can be rolled out ASAP. It will on other channels – customer

journey • Other holiday companies are already implementing this• Since 2015 web team have received 13,000 pieces of feedback

Proof of Concept

TUI GROUP | eCRM | Neelam Modhvadia

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• Ability to personalise icons. • Wanted to personalise for First Choice• Explored a number of ideas…

Icon Update

TUI GROUP | eCRM | Neelam Modhvadia

Website

Icons wanted

Potential icons x3 versions for each …

Final proposal

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First Choice Example

TUI GROUP | eCRM | Neelam Modhvadia

What would you like to see more of?

More dealsInspirational content

What would you like to see less of?

More dealsInspirational content

Any other suggestions?Open text

We’d love to know what you think…

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Trial Plan

Sep Oct Nov Dec Jan Feb

1st Month -16th SeptTuesday and Friday testing, x4 weeks. 1st mailing will have SB takeover

3rd Month – 1st NovTuesday and Friday testing, x4 weeks. Small strip above/after social.

2nd Month - 3rd Oct Implement changes from booking vs. content. Continue testing. Small strip above/after social.

4th Month – 5th DecTuesday and Friday testing, x4 weeks. Small strip above/after social.

5th Month – 9th JanContinue to use this when sending out a new template/style of mailing.

What do you like / don’t like?

What would you like to see...

More dealsInspirational content

TUI GROUP | eCRM | Neelam Modhvadia

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• Dashboard training, 6th Sept • Obtain icon assets /HTML and test, 2nd Sept

• Start rolling it out, 16th Sept• Monitor feedback weekly

Next Steps

TUI GROUP | eCRM | Neelam Modhvadia

‘Your users have the answers. Start listening.’

1010 TUI GROUP | eCRM | Neelam Modhvadia

Thank you!