About Center Parcs
Centre Parcs is a European network of holiday villages comprising of british company, Centre Parcs UK and Centre Parcs Europe that operates in numerous locations in Europe. The company is a leader in short break holidays in the United Kingdom.
Centre Parcs Business Objectives
Centre Parcs wanted to take the customer experience to the next level through email marketing campaign and increase its revenue through online pre-bookings.
Approach Adopted By Centre Parcs
Centre Parcs worked on an email campaign that involved personalizing contents tailor made for each individual holiday maker. They collaborated with the creative agency Golley Slater & email provider eCircle. The following steps were adopted in the campaign:
- The campaign was executed by emails that were having an appealing design, leveraging its email service provider’s automated email functionality and integrated it with Centre Parc’s data base which targeted the customers individually.
- Subsequently, Centre Parcs sent a series of emails to the guests periodically informing them about their bookings, reminders related to it and promoting different offers related to guest’s holiday bookings.
- The final promotional email series included holiday feedback forms and encouraged customers to book again by offering attractive rates.
Results achieved by Centre Parcs
Centre Parcs achieved a high open & click through rates as well as an 80 % increase in revenue through online pre-bookings.
Earlier the email campaigns were purely generic in nature, but after the makeover by incorporating more personalization into the mails, Centre Parcs has received an increase in its revenue & happy customers in return.