Wordwide distribition in five languages

KLM Royal Dutch Airlines is a worldwide operator based in the Netherlands. KLM has a broad media portfolio that features the iFly KLM Magazine, the airline’s award-winning digital travel magazine.

Data-driven email campaigns

Since 2008, KLM has been publishing its iFly KLM Magazine in three different languages. Customers are informed of each new magazine by an email. The composition of these different email messages is highly complex, partly due to the additional needs and requirements imposed by the various participating countries.

In 2015, KLM conceived the ambition of producing the magazine in two additional languages so that global coverage would be possible. This was not possible with the existing tools and processes because it would result in unjustifiably extra production hours. In their search for a specialist, KLM came across Ternair.

“We are an international marketing organisation and we send the iFly KLM Magazine to 10 million customers worldwide. Everything in the emails needs to be just right and they have to be sent according to a tightly regulated schedule in order to manage the loads on the servers and fit in with the local email planning. Ternair Campaign enables us to manage all of this complexity, guaranteeing quality and keeping costs under control.”

The campaigns are fully data-driven, using dynamic templates that allow all components to be configured according to country and language combinations. The campaign distinguishes between existing readers of the online magazine and new ones. A welcome email or initial email is sent  automatically, taking account of different time zones.

Since implementation, significant time savings have been achieved. Through a combination of the smart use of various KLM data sources and the specific organisation of the Ternair Campaign, it is now possible to inform all customers across the globe about the new magazine in a fraction of the time it used to take.

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