01. Opportunity
In general cases, the majority of email subscribers of one company are considered either inactive or unengaged. For Booking.com, there are many opportunities to re-engage with these users and motivate them to convert while breaking the churn of repeating offerings that are based on their most recent search activities – which may not be relevant to them after a period of time
Providing relevant, personalized travel/property recommendations based on the users’ own choices will provide a more singular, personalized experience for them when receiving engaging emails from Booking.com.
This campaign serves as a “search reset” for Booking.com’s users at the end of their active journey when all previous pieces of communication are not relevant to them anymore. It let them choose if they are still interested in/looking for a specific travel experience and see content accordingly.
02. User Flow
The journey starts with an email letting users choose which theme of travel experience they are currently interested in, whether it’s beaches, activities, cities, or landmarks. Based on their choices, users will land on a page of relevant content and recommendations. Users can then discover their desired travel experience in details and receive follow-up emails triggered by their interactions. Users can also reset their journey by choosing a different theme of interest.
04. Results
We launched an MVP experiment on this hypothesis by the end of 2019. Although it was not a huge success, its metrics showed learnings and potentials for further exploration and improvements in our current conversion email journey. We are planning to work on the campaign’s full integration early next year due to the unexpected pandemic situation
In collaboration with:
Rob Gaer – Email Designer
Michelle Mulder – Product Owner
Shreya Kedia – Developer
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