The campaign from September to December 2014 was a success in regards to the rates obtained on the different channels of the strategy, as well as in meeting the company goals.
The milestones on established lead volume were 40,000 leads in Spain, 18,300 leads in Germany and 6,000 leads in UK, all within an approximate 3-month period. These leads contributed to the continuous growth of the respective databases, whose members receive company information, offers and promotions. Through subsequent communications to these users, LAN and TAM analyze their behavior and profile to work the lead nurturing funnel until the final conversion.
This shows the creativity of emailing. Its look and feel meets several Spanish stereotypes seemingly very well-valued according to the response.
These leads contributed to the continuous growth of the respective databases offers and promotions.
This twist in the design added a greater branding component to balance the strong push of the aspirational prize proposed.
The behavior of this traffic at the microsite obtained 16,600 registers; thus, the conversion rate was 50.65%.
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