Travel and Loyalty Case Study
This project focused on transforming an underperforming loyalty programme for an international car rental brand into a structured, revenue-driving lifecycle system. By introducing automated email journeys, smarter CRM logic, and country-level personalisation, we significantly improved engagement, retention, and repeat bookings across multiple markets.
Within months, lifecycle emails shifted from being a passive communication tool to a core retention and revenue channel.
Client
Industry: Travel & Mobility (B2C)
Client Type: International car rental brand
Markets: Multi-country, global audience
Services provided:
- Email Marketing Strategy
- CRM & Lifecycle Automation
- Customer Retention & Re-engagement
- Performance Tracking & Optimisation
International Car Rental
& Loyalty Brand
Operating across multiple global markets with a large customer database and existing loyalty programme.
Timeline 6 months
The Challenge
Despite having a loyalty programme in place, customer engagement and repeat bookings were declining.
- No structured communication after loyalty sign-up
- High customer drop-off in the first 30–60 days
- CRM activity focused on transactions, not retention
- Loyal customers switching to competitors
Objectives
The goal was to turn new loyalty sign-ups into repeat customers through better communication and follow-up.
- Increase engagement with new loyalty members
- Reduce early churn and improve retention
- Drive repeat bookings through lifecycle messaging
- Turn CRM into a consistent revenue and retention channel
Strategy & Approach
We used a structured email and CRM approach to engage customers at each stage of their journey.
Lifecycle & CRM Architecture
- Designed structured welcome, nurture, and re-engagement journeys
- Mapped customer journeys based on lifecycle stage and behaviour
- Balanced messaging frequency to avoid over- or under-contact
Personalisation & Localisation
- Localised messaging by country and market
- Tailored content based on booking behaviour and engagement signals
Automation & Delivery
- Automated lifecycle campaigns triggered by user actions
- Introduced performance tracking to measure engagement and bookings
Lifecycle Messaging System
Welcome emails introducing the brand and loyalty benefits
Destination-inspired content (travel ideas, inspiration, tips)
Personalised offers based on member behaviour
Re-engagement emails for inactive members
Clear, consistent CTAs driving bookings and account activity
Retention & Booking Activation
Automated welcome journey immediately after sign-up
Nurture sequences during the first 30–60 days (highest drop-off period)
Behaviour-based triggers (opens, clicks, bookings, inactivity)
Re-engagement flows to prevent churn
Booking-driven CTAs routed back to the website and offers
RESULTS
- Bookings doubled within 6 months
- +5% retention uplift across all markets
- +10% increase in open and click rates across regions
- 80+ lifecycle campaigns delivered monthly
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