Mastering customer journey with reactivation
Andrej Makovicky, Project Manager @Jozo Kovac, Co-Founder & CPO @
Jozo Kovac Co-Founder & CPO
Andrej Makovicky Project Manager
78% of executives at ITB Berlin considered reactivation as the key challenge
We will show you 3 strategies helping Skypicker master it
What is reactivation?
RetentionWin-back Churn prevention
Related terms:
Ability to make your existing customer base book a trip with your firm again
Reactivation: Quick wins easily available, advanced methods yield
better results
Large-scale reactivation campaign on at-risk customers, e.g. discount vouchers, promo codes
Simple email reminder following abandoned booking
Specific campaigns targeted on micro segments
21 3IntermediateBasic Expert
Use appropriate channels for each step of the journey, focus on what matters
the most
DESIRE RESEARCH COMPARE DECIDE PURCHAS
E
EXPERIENCE REVIEW
Content marketing SEO Content
marketing Remarketing Personalized banners
Remarketing
Customer journey in travel
REACTIVATIONACQUISITION
Search & Choose
Complete & Pay
Model customer journey in a real-time dashboard – this is how they can look in
Exponea
Funnels – practical tool for measuring customer journey and identifying
bottlenecks
Select BookingView trip
ths
63,6% passengers
leave
Abandoned booking reactivation can bring back 25% of lost customers
Reactivation by simple
Select BookingView trip
ths
63,6% passengers
leave
• Match campaign cost and LTV• Use retargeting & custom
audiences for high-spenders• Adjust value and timing to
match your situation
Simple mass email campaign on all churned can get you up to 5%
conversion
5% 7% 11%
11% 15%
18%12%
8%
13%
Recency (months)
At-risk
300+
100 ~300
100-Mon
etiza
tion
(€)
<3 3-6 6<
A/B test and iterate to find patterns and
reach industry optimum
More complex scenario
This is a real AB test: we test timing (30, 60, 120 min) and then 3 variants of reactivation email.
Identify the most important drivers behind customer behavior to create
segments
• Cost sensitive• <4 trips/year• 4mths in advance
• Low cost sensitivity
• 6+ trips/year• Mon-Fri, no
Sat/Sun
• Large cities• Weekend trips• Group bookings
• Low cost sensitivity
• Weekend trips• 48hrs before
flight
• Special destination
• Weekend trips• Booking in pairs
PlannersBusiness PartyLast minute LGBT
Use micro-segmentation to target campaigns and increase conversion by
200-400%
Key learnings
1. Reactivation can significantly boost your profit margins
2. Booking abandonment follow up is a low–hanging fruit
3. Use Recency-Monetization matrix for simple reactivation
4. Micro-segmentation will help you optimize yield
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