By using a data-driven email template, KLM has achieved time savings of 90%. Within a fraction of the original time, KLM informs more than 10 million readers worldwide in more than 230 countries about the new iFly KLM Magazine.
World-wide dispatch
With a frequency of eight times a year, subscribers are notified with a personalized e-mail of each new edition of the IFly KLM Magazine. KLM's ambition was to produce this magazine in two additional languages to allow global coverage. The personalization of content (based on language, time zones and membership type, among others), last-minute adjustments and deadlines made this very complex and time-consuming. With the existing tools and processes, this was not feasible, as it would lead to an irresponsible number of production hours.
KLM came to Ternair with the following question: "How can KLM inform as many people as possible about the iFly KLM Magazine in an efficient way with e-mail?"
Data-driven e-mail template
Ternair developed a data-driven e-mail template. Instead of a multitude of separate emailings, it now uses a dynamic template that takes into account:
5 language variants;
22 time zones;
230 countries with their own URLs (landing pages);
2 memberships (Flying Blue and Whitewing);
4 Flying Blue status levels.
With the Ternair Marketing Cloud, emails are built based on the dynamic template where all components are personalized by country and language combination, time zones, and membership. The campaign differentiates between existing and new readers of the digital magazine. Automated, and taking into account the different time zones, a welcome email or initial mail is sent.
"We are an international marketing organization and send the iFly KLM Magazine to 10 million customers worldwide. Everything has to be right in the emails, they have to be sent in a tightly regulated schedule to manage the loads on the servers and fit within the local email schedules."
Marc Jansz - Customer Media Manager KLM Royal Dutch Airlines
