Leveraged Email Marketing To Gain 60% Increase In Open Rates

by | Jul 22, 2014 | Case Studies, Email Marketing

2 Min Read. |

TUIflyAbout TUIfly

A german based airline company which is part of TUI Travel PLC, London. The Hanover headquartered company is the third largest airline in Germany with a passenger traffic of 12.5 million a year. The website is seeing an increase in online bookings as a result of TUIfly’s  investment in optimization of digital marketing strategies.’s Business Objective

TUIfly was already targeting customers through its email newsletters but it wanted to strengthen this particular marketing channel and use it widely as a sales tool for boosting its revenue. Through email marketing they wanted to increase its sales in new and less popular destination.

Strategy / Approaches Adopted By partnered with eCircle, one of the Europe’s largest direct digital marketing companies for all its email campaigns. They adopted the following strategies to realise its objectives:

  • It sent consistent weekly newsletters which highlighted limited special discount offers on bookings and guaranteed prize draws. The offers was coupled with additional offers on hotel bookings and cabs. On clicking this it directed them to the relevant website booking pages.The main objective was to increase sales in poorly booked destinations.
  • eCircle deployed its email software platform called eC-messenger which broadcasted weekly emails consistently. The main highlight of this software was that it broadcasted the newsletter in German, Italian and English(instructed by TUIfly),tracked and evaluated the success rate.
  • Automated Service Newsletter: Also eCircle send web check-in newsletters which was personalised and reached client inbox well in advance before the flight. This is made possible by transmitting flight itineraries to the email marketing software through an interface. This helped the customers to make the check-in process much easier.
  • A combination of special offers and pre-flight information newsletter was also send to early booker. The main intention was to increase customer retention and utilise further sales potential.

Result Achieved By

TUIfly achieved tremendous success with open rates of 60% for both services related and web check-in newsletters. Also the weekly newsletters resulted in peak value of conversion rates.


Use of right email marketing strategy can be a great tool for boosting a company’s revenue. Right use of newsletters can have great impact on target clients of the company.

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  1. Indrajit Goswami

    Is it e-messenger? If not then what is eC-messenger? Is it a new term?

    • John Abraham

      Dr. Goswami, it is clearly mentioned in the strategy adopted sub topic that eC-messenger is a email software deployed by eCircle. It is not a new term, it is eCircles’ proprietary software.

  2. Tejaswini

    eC-messenger is of the application offered by ecirlce.

  3. Rahul Singh

    Very good John. Case study is well presented.


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