89% click through rate on re-targeted message based on direct user responses

KLM uses iadbox to find out users’ favourite destination and drive sales on their website

About the company
KLM is the flag carrier airline of the Netherlands. KLM operates scheduled passenger and cargo services to more than 130 destinations worldwide and it is the oldest airline in the world still operating under its original name.


Actions
Users were sent an initial message, asking them to vote on their preferred travel destinations. Using these responses, a second targeted message was sent featuring the destination they had chosen and giving information about flying there with KLM.
Results
Message 1 (segmented by category) – 61% Read rate + 60.4% voted
Message 2a (Generic, segmented by category) – 61% read rate + 4% click thru to KLM
Message 2b (Micro-segmented based on vote) – 82% read rate + 89% click thru to KLM