case study
redtag.ca recovers revenue with booking abandonment emails
Find out how redtag.ca recovers lost booking abandonment revenue and increases average order value.
introduction
Background
“We decided to use a third party tool like Fresh Relevance because that’s where the expertise is. Fresh Relevance is perfectforanyone in the eCommerce and travel space who is looking to retarget existing customers.”
Roberto Gennaro, Chief Digital Officer, redtag.ca
redtag.ca is one of Canada’s leading online travel agencies. Travelers can book flights, hotels, vacation packages, cruises and car rentals anywhere in the world with redtag.ca. “We’re a small team, so we’ve tried to automate as much as we can, which is where Fresh Relevance comes into play. We set up the triggered emails once and have modified them a few times over the past year but we don’t have to go in and manage them all the time. There’s no additional workload for our team and we’re able to scale quicker and faster,” explains Roberto.
“The initial issue for us was getting budget, because we were coming out of a difficult time during Covid-19. But we’ve seen 129X ROI with Fresh Relevance, and so have been able to invest more in using the platform,” continues Roberto.
Coming out of the Covid-19 pandemic and on the path to recovery after a tough period for the travel industry, redtag.ca shifted their focus to winning back and converting customers who had already browsed their website. A key part of this strategy included sending automated triggered emails, which the company implemented using Fresh Relevance.
We spoke with Roberto Gennaro, Chief Digital Officer of redtag.ca to learn more.
“As we came out of Covid-19, we thought about how we could retain as many customers as possible, so we started doing booking abandonment emails with Fresh Relevance. If we had built the functionality ourselves it would have taken a lot of time and effort and it wouldn’t have been as good. The triggered email feature that comes with our ESP also isn’t the same quality. There isn’t the functionality to set up multi-stage emails or be targeted with what the customer searched for. A lot of custom coding would need to be done. So we decided to use a third party tool like Fresh Relevance because that’s where the expertise is. Fresh Relevance is perfect for anyone in the eCommerce and travel space who is looking to retarget existing customers,” says Roberto.
Being a small team, automating processes was also key for Roberto and the redtag.ca team.
results
Explore uplifts
129x
return on investment with Fresh Relevance
10%
increase in booking abandonment revenue
7.9%
sales uplift with triggered emails & personalized web content
5%
increase in average order value with triggered emails & personalization
solutions
Booking abandonment
The research and basket-building stage are important in the travel industry, so booking abandonment emails were a priority for redtag.ca. “Having the booking abandonment emails helps keep us top of mind for customers during the decision stage of travel booking,” explains Roberto.
The travel company has implemented three sets of two-stage cart abandonment campaigns for vacations, flights and car rental using Fresh Relevance’s Professional Services. “Resources are tight as we’re a small team, so we use Professional Services to help us get there faster. We’ve had a great experience working with the Fresh Relevance team and tech,” says Roberto.
The results speak for themselves – redtag.ca has seen a 10% increase in booking abandonment revenue QoQ. The company has also seen a 7.9% sales uplift and a 5% increase in AOV with booking abandonment emails, browse abandonment emails and personalized web content. “The retention that we’ve been able to drive with abandoned carts is great,” says Roberto.
“Resources are tight as we’re a small team, so we use Professional Services to help us get there faster. We’ve had agreatexperience working with the Fresh Relevance team and tech,”
Roberto Gennaro, Chief Digital Officer, redtag.ca
Through Fresh Relevance, redtag.ca has doubled their ID rate, meaning they’re able to send more triggered emails.
Booking abandonment emails also helped redtag.ca generate impressive results on Black Friday. “During Black Friday we saw almost double the amount of conversions come from October to November, which was massive,” says Roberto.
next
Future plans
redtag.ca is planning to make use of Fresh Relevance’s geotargeting functionality to embed location-based content into their marketing emails.
