Case

Worldwide data-driven e-mail campaigns


By using data-driven e-mail campaigns, KLM can inform more than 10 million readers in more than 230 countries worldwide about the new iFly KLM Magazine.

Since 2008, KLM has been publishing its iFly KLM Magazine in three different languages (Dutch, English and German). Customers are informed of each new magazine by an e-mail which is sent in three languages and personalised according to sex, name and membership of Flying Blue, KLM’s frequent flyer programme. 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 got the ambition of producing the magazine in two additional languages (Spanish and French), so that global coverage would be possible. This was not possible with the existing tools and processes because it would result in unjustifiable extra production hours.

Worldwide distribution

Ternair enables a quick and easy set up and scheduling of flowcharts as well as the automatic execution of data-driven campaigns. The campaigns are fully data- driven, using dynamic templates that allow all components to be configured according to the combination of country and language. The campaign distinguishes between existing readers of the online magazine and new ones. A welcome e-mail or initial e-mail is sent automatically, taking account of different time zones.

“Ternair has extensive experience and professional expertise in e-mail and data processes that perfectly match our needs and requirements.”

Marc Jansz, Customer Media Manager KLM Royal Dutch Airlines

Data-driven e-mail campaigns

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

To enhance the customer experience even further and to attain higher levels of engagement, KLM would like to make greater use of the Ternair functionalities and place more focus on personalising their e-mails and the magazine in the near future.

About KLM
KLM Royal Dutch Airlines is a worldwide fly 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.

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