Marketing Automation

The strength of marketing automation is its ability to personalise communication at scale. And one of the most effective ways to personalise is with behaviourial targeting, reacting to what your customers are telling you through their actions.

Virgin Velocity saw an opportunity to develop and test real-time behavioural targeting with their Velocity Rewards program members.

The resulting marketing automation campaign launched with 65 separate data points that triggered a bespoke email. For example, a member booking a flight received an email with contextually relevant cross-sell offers for things like hotel accommodation, car hire, travel insurance, etc customised to their departure and arrival airports, and based as well on an assumption about whether the trip was business or personal.

In another scenario, a member reaching the cusp of the points threshold for an upgrade to the next member status tier received an email advising them that they were one flight away from advancing.  Similarly, inactive members received encouragement to book a flight to maintain their current status position.

Members were also encouraged to spend their point balance. Emails were triggered following flights highlighting some select items the member could now redeem for, customised to their real-time points balance.