- Few repeat visits despite high first-time visitor numbers
- Barely any structured follow-up process after booking
- No personalized offer for return visits
- Lack of automated workflows in email marketing
Despite a high booking rate in its online shop, ecoplus was not able to systematically turn first-time visitors into repeat customers. Structured mechanisms for customer retention and a well-thought-out use of marketing automation were missing. The existing processes were manual, unpersonalized, and inefficient.
At the heart of the solution was data-driven address and profile management, using existing transaction data – such as the number of tickets booked, the purchase amount, or the type of booking (e.g. family, individual) - to award precisely targeted discounts.
Building on this, a comprehensive email marketing strategy was rolled out. The centerpiece was the development and launch of an after-visit mail campaign (AVM), which automatically sends customers personalized discount codes – matched to their previous booking. The design was implemented in responsive templates in the look and feel of the ecoplus brand, strengthening recognition while also boosting engagement.
The entire initiative was orchestrated through intelligent campaign automation: depending on the type and scope of the original transaction, the matching discount logic was automatically selected and triggered. This ensured that every customer received exactly the right incentive at the right time.
The concept was rounded off with targeted transactional mailing optimization. The dynamic discount codes were not only issued automatically in the EMS, but their use in the webshop could be tracked and evaluated with precision - for maximum transparency and continuous optimization of the campaign.
Within just a few weeks, the automation was fully implemented - since then, every customer receives a personalized follow-up email with a matching discount code after their visit. Clever segmentation greatly increased relevance, and the number of repeat bookings rose significantly.
The start of the project with ecoplus revealed plenty of groundwork already in place for successful visitor retention. At the same time, structured, automated processes to turn first-time visitors into repeat customers were missing. Together, we unlocked that potential.
The initial focus was on a clean understanding of addresses and profiles. Together, we defined which transaction data was truly relevant. On this basis, we were able to develop a discount logic that doesn't work as a blanket rule, but is transparent, fair, and individual.
Implementing the after-visit mailings was especially exciting: every visitor now automatically receives a matching follow-up - triggered at the right time, tailored in content to their booking, and fully trackable from a technical standpoint. For ecoplus, this meant more repeat visits and clear visibility into which incentives actually work.
Today, the campaign runs reliably as part of day-to-day operations, is continuously evaluated, and keeps being optimized further. To me, this project is a great example of how data-driven automation can deliver real impact - without diluting the brand or the visitor experience.
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