Thomson will keep its “holidays built with you in mind” tagline for its peak season TV adverts, with email marketing forming a large part of the overall campaign.
In January, its e-CRM team will launch an initiative called MyHolidayAlerts. Customers who sign up will receive an email containing deals and offers from the entire Thomson and First Choice package holiday range, based on preferences.
Thomson will attract people to the alerts using banners on the Thomson and First Choice web sites, and also through its other CRM channels. Customers can also decide how often they will receive the alerts, such as every day, every three days or once a week.
Elsewhere, its standard email shot to customers will be personalized according to what the customer searches for on Thomson.co.uk or firstchoice.co.uk. Previously emails were personalized according to what was clicked on in the emails.
Thomson will also start to include its customer feedback scores for the holidays the email is promoting.
Elsewhere, its offline CRM campaign is also getting more sophisticated, with differently valued customers receiving different communications. Regular customers will receive a personalized brochure which will promote holidays similar to ones previously taken. Thomson has highlighted seven destinations – Turkey, Costa del Sol, Cuba, Mexico, Crete, Majorca, Egypt – as the focus for these promotions.
It will also target customers who have not travelled with Thomson for a couple of years with direct mail intended to re-introduce Thomson and its differentiated product range. It will also step up its “nurture programme” for first-time customers returning from their first Thomson break.