The strategy behind the two campaigns is simple – keep customers coming back to Club Med.
‘Welcome Home’ is sent out to customers in the month they return from their Club Med holiday, and ‘Time to Book’ is sent to customers on the anniversary of their last holiday booking.
During the first two months of 2009, a total of 813 ‘Time to Book’ and 705 ‘Welcome Home’ mailers were sent out, with average nett response rates of 9.65 percent and 11.9 percent respectively; particularly impressive when compared to the industry average of 4.8 percent. Furthermore, the mailers have generated combined revenue of over 410,000 (pounds sterling) from customer bookings of Club Med holidays.