You’ve booked it. Now we’ll Thomas Cook it.

This was a huge email trigger programme, activated when a customer booked a Thomas Cook holiday via the website. As well as building up the excitement of their holiday, the aim was to keep them informed and prepared.

We could access rich data from the website so each email we sent was highly personalised and pushed the boundaries of email technology.

We broke the campaign down into two audience types, family and non-family holiday-makers, which meant designing and building two different types of email per send. Then, to engage and drive anticipation, we tapped into Kickdynamic to display a countdown message at the top of each email.

The data also enabled us to educate and upsell. Using icons, we showed it as a checklist of incomplete items still to be confirmed, and then encouraged them to add to their holiday list.