Advantage hails success of direct mail campaign
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A direct mail campaign aimed at persuading existing customers to re-book with the same agent brought in an extra £793,500 of business for some 30 travel agencies, according to Advantage.
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The consortium is now planning to roll out the campaign to its wider membership in 2012.
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A personalised direct mail featuring a range of holidays overbranded to drive customers back to their agent was sent to 15,000 existing customers and achieved a response rate of 5.5%.
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Of the customers in the ‘control’ group, who did not receive the direct mail, 2.5% booked a holiday, indicating the direct mail generated 3% of incremental business which was worth £793,500 based on average booking value, said Advantage.
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“As it was the first time we’d done this kind of activity we didn’t exactly know what to expect, but we were really pleased with the results especially when you consider the additional value of bookings it brought in and the return on investment, which was 8.2:1,” said a spokeswoman.
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A further pilot is scheduled for September targeting winter bookings before the activity is rolled out to the wider membership next year.
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Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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