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KLM sees email conversions quadruple with implementation of Webtrends Streams

KLM achieves 72% click through rates for email campaign with Webtrends

LONDON, UK 8th JULY 2014 - Webtrends, the global leader in digital marketing solutions, today announced that leading travel company, KLM, has implemented its Analytics, Optimize and Streams solutions, resulting in a significant rise in the success of KLM's email marketing campaigns.

Webtrends Analytics has empowered KLM to maximise its email marketing strategy using data-driven evidence and knowledge, allowing KLM to have a better understanding of its consumers. Since implementing Analytics and Optimize, KLM has seen improvements on campaigns and activities. With Webtrends Streams, KLM has been able to immediately process customer data and send an appropriate email within an hour of them leaving the site.

Webtrends was selected for its robust Analytics and Optimize platform, and ability to access in-depth reporting into online visitor behaviour to identify actionable insights. Since using Webtrends technology, KLM has seen significant uplift in conversions through email marketing, with markets such as The Netherlands, Great Britain and Germany seeing uplifts of up to 400%. Additionally, emails sent using Streams intelligence have seen a 34% increase in open rate, and a 94% higher click-through rate. KLM has also been able to identify potential drop-off points in its sales funnel, and altered its user experience to address these potential losses.

Frans Poldervaart at KLM says: "The travel market by nature is very fast-moving and we needed to be able to quickly identify any potential customers interested in booking flights within the optimal timeframe of one hour. When we saw Streams' capabilities, we were instantly sold. We have been delighted with the results and can see the scalability of it for other regions."

Maarten Sambre, Regional Director Benelux for Webtrends, adds: "KLM is operating in a lucrative market, rife with competition. We understand the need of KLM to differentiate from its competitors, and any challenges they may face in the travel industry. The results speak for themselves, Streams has been highly effective and we look forward to expanding our services with KLM to more of its international markets."

To date, Webtrends technology has been deployed across 13 markets including the Netherlands, UK, Germany, France, Finland, Switzerland, Denmark, Spain, Finland, Italy, Sweden, US and Canada. This provides KLM with visibility into any differences in campaign preferences from visitors in different countries, allowing each campaign to be fully optimised to the consumer.

About KLM
KLM Royal Dutch Airlines was founded in 1919, making it the world's oldest airline still operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brands and hubs - Amsterdam Airport Schiphol and Paris Charles de Gaulle. Retaining its own identity, the group focuses on three core businesses: passenger transport, cargo and aircraft maintenance.

In the Netherlands, KLM comprises the core of the KLM Group, which further includes KLM Cityhopper, and Martinair. KLM serves all its destinations using a modern fleet and employs over 33,000 people around the world. KLM is a leader in the airline industry, offering reliable operations and customer-oriented products resulting from its policy of enthusiasm and sustainable innovation.

KLM is a member of the global SkyTeam airline alliance, offering customers an extensive worldwide network. The KLM network connects the Netherlands to every important economic region in the world and, as such, serves as a powerful driver for the economy.

About Webtrends Inc.
Webtrends offers a portfolio of digital marketing solutions that help brands understand consumer behaviours and enable them to act on those insights in the very moment they need to act. Utilizing advanced big data analytics, Webtrends solutions provide a consistent customer experience across all digital channels on any device the customer uses, helping brands remain connected and relevant to their customers, increase productivity and maximize yield on investments.

Webtrends transforms digital experiences for approximately 2,000 global brands including, Lloyds Banking Group, Barclays, HSBC,, Microsoft, BMW, Toyota, Met Office, The Telegraph and many more.

Twitter: @webtrendsEMEA

PR contact
Roberta Main-Millar
Octopus Group on behalf of Webtrends
Phone: 0207 1861 331
Email: [email protected]

Source: RealWire

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