This document discusses optimizing email templates for Thomas Cook and its brands to increase conversion rates of upsell emails and newsletters. The goals are to realize double digit growth in new customer inflows through email. The scientific methodology involves understanding user behavior through current and new neuro-tests on email screen architecture and design. Results from A/B testing showed double digit growth and at least a 25% higher inflow of people going on holidays, achieving the business objectives.

1. Mail
Template
Op,miza,on
Increase
conversion
of
upsell
mails
and
newsle9ers

2. Business
Objec,ves
•Thomas
Cook
wants
to
op/mize
4
email
templates
for
its
brands
:
• Thomas
Cook
• Neckermann
• Thomas
Cook
Airlines
• Pegase
•
Goal:
realise
a
double
digit
growth
in
inflow
through
e-­‐mail.
2

3. Scien,fic
Methodology
Understanding
user
behaviour
Current
email
Neuro-­‐Tests
Screen
Architrecture
+
Design
New
email
Neuro-­‐Tests
Final
RecommendaAons
3

4. Results
A/B Testing
Double digit growth
Increase in inflow at least 25% higher.
Higher inflow = more people went on a holiday with us!
4

5. ®
Do you want the same results ?
Contact us
Marc Van Rymenant Alain Dewispelaere
CEO & Founder Sales Director
+352 621 31 22 07 +352 621 31 22 04
marc@netway.eu alain@netway.eu
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®
You are free ...
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No Derivative Works. You may not alter, transform, or build upon this work.
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except where otherwise noted, content on this presentation is
licensed under a Creative Commons Attribution 3.0 License 6

7. Having the right elements
is not enough …
®
Simplifying interfaces. TM
except where otherwise noted, content on this presentation is
licensed under a Creative Commons Attribution 3.0 License