With its iFly magazine, KLM aims to communicate as personally and relevant as possible with over ten million travelers around the world. The further the company rolled out the magazine, the more complex the processes. The company applies Ternair's marketing automation solutions to ensure quality, manage costs and keep content relevant.
Solutions & results
10 million recipients, spread across 80 countries in 5 different languages
90% time savings through data-driven 1-to-1 email templates
Dynamic content based on behavioral data
Personalization leads to 83% more opened emails and click-through-rate of 106%
Reactivation campaigns lead to 8% re-engaged customers
Ten million recipients worldwide
With its digital iFly-magazine approaches KLM its ten million travelers eight times a year in five different languages and over 220 countries. And it does so in the most personalized way possible. To manage this complex process, the company made data-driven content leading. With the magazine, the airline aims to share inspiring travel content, giving customers an extra reason to travel. The relationship with its customers is thus maintained between flights, and KLM uses the magazine to stay top of mind until the next flight. For that, relevant, raunchy content is indispensable.
Hypersegmentation
The magazine started out bilingual in the Netherlands. But soon the old format proved not scalable. In fact, KLM likes to apply hypersegmentation to stay personally relevant in its e-mail marketing. That means each country and language combination gets a unique e-mail. Initially, each language and country combination had its own template. With more than 250 variants, last-minute changes were virtually impossible. In addition, the emails were sent in 22 batches because the platform had to be able to continue to support the heavy emails with lots of video content. KLM also wanted to be able to segment its customers based on a loyalty program and policy-driven sending moments had to be taken into account. The manual and error-prone process was costly and not scalable. In a new, data-driven setup, scaling up was easy.
Building on data-driven foundation
In order to be able to scale up the processes, the data itself had to become guiding in the process. KLM's ambition was high: in addition to an audience of 10 million travelers, in five languages and from more than 80 countries, the company wanted to show new recipients a separate on boarding program. To achieve this, Ternair ensured that email marketing was facilitated from the data layer. Based on smart data, dynamic variables and content curated in templates, this led to up to five templates for mailings.
All variables were linked to a unique language code and a country code. Using a combination of those codes, the system determines which salutation, privacy statement or homepage URL to include in a mailing. It also considers how involved a customer is with the iFly Magazine. Differentiating thus becomes much easier.
"Based on collected behavioral data, KLM can ensure that the right content reaches the right person."
Results of data-driven approach
Despite the fact that the larger target group, added variants and the desired time for checking and testing led to more than 300 mail variants, the magazine's production time was reduced to 10% of the old process. Because the assurance is at the data level, fewer errors were made in the creation process.
