TUI

Challenges in mobile email marketing

Current studies show that every second German is already using the internet on a mobile device and opens their emails on a smartphone or tablet - and the trend is rising. For marketers, this means that the visual adaptation of newsletters to all relevant mobile devices is essential. TUI was also faced with the challenge of making its email marketing fit for mobile use.

The solution: Responsive email design

With Mobile Fusion, TUI opted for Optimizely Campaign's mobile email optimization. This feature enables the tourism company to present its emails in a visually convincing way on desktop devices, smartphones and tablets from a single source. Handling is simple and flexible on a template basis. The existing email content is designed by the system for the various mobile devices. For responsive e-mail designs, the end devices used by the recipients are automatically recognized and the layouts are adapted to the screen size and resolution. TUI uses this service to send marketing and campaign emails as well as transactional emails.

Mobile handling of travel information

In response to increasing mobile internet usage, TUI has also optimized email communication for the "My TUI" service portal for smartphones and tablets. With this portal, customers can handle the further handling of their trips completely digitally after booking at the travel agency. A special function comes into play here, which enables dynamic PDF attachments to be sent. TUI can thus automatically and securely send travelers all travel documents for viewing on mobile devices. In addition, the "My TUI" portal is tailored to specific cross-selling offers that are helpful for customers, such as rental cars or travel insurance. This allows TUI customers to make optimum use of their smartphone or tablet both when planning their trip and when managing their vacation documents.

Conclusion

With Episerver Campaign and Mobile Fusion, TUI can respond specifically to the mobile needs of its travel guests and thus achieve greater customer satisfaction. At the same time, TUI also has its finger on the pulse of the mobile channel.