Review • Officiel des Vacances
100 to 150% Click Rates via Email:
The Performance of L’Officiel des Vacances with Mindbaz
Since 2018, Sébastien Bouisset, Acquisition Manager at L’Officiel des Vacances, has been sending email campaigns with Mindbaz.
By implementing a healthy email address collection strategy and a two-pronged email approach, L’Officiel des Vacances manages to achieve click-through rates of up to 150%.
Sébastien shares how to reach such high click rates.
Sébastien Bouisset is in charge of CRM, email, and SEA strategy at L’Officiel des Vacances. Since 2007, the website has been a go-to source for travel deals, helping everyone make the most of their vacations.
An email strategy to boost website traffic
The travel deals are hand-picked by expert editors. With a wide range of flash sales and exclusive offers, L’Officiel des Vacances is committed to sharing its best deals instantly.
Email is one of the most profitable channels for Sébastien Bouisset.
“We send 150 million emails every year with Officiel des Vacances. We’ve tested different strategies and decided to split our approach into two action plans:
1. First, our email and CRM team shares the hottest travel deals with our base. The goal is to highlight the top offers and drive traffic to our website.
2. Second, we send emails based on a retargeting strategy.”
Sébastien Bouisset
CRM Manager at Officiel des Vacances
What is a retargeting strategy?
Retargeting is a digital marketing strategy that involves sending personalized emails to people who have already shown interest in an offer.
Applied to email, a retargeting strategy uses data collected from your website visitors to send them personalized messages. For example:
- reminders about products left in their cart,
- special offers,
- product recommendations based on their browsing history
Increase Conversions
The goal of this strategy is to encourage recipients to return to your website to complete their purchase or take the desired action.
By using online behavioral data, businesses can craft personalized and targeted messages to prompt customers to move to the next step in their buying journey.
Email retargeting is often used alongside other digital marketing tactics, such as ad retargeting and content marketing, to maximize the chances of turning visitors into loyal customers.
What Is a Retargeting Strategy?
When it comes to vacations, some contacts may have a clear travel plan in mind, with a destination and specific dates.
But other prospects from Officiel des Vacances might simply be looking for sunshine or a type of activity, without specific details. In this case, a multi-month retargeting strategy proves effective.
“Officiel des Vacances has a business model based on clicks, CPM, and CPA from deals found on our website.
Through email, we’re able to redirect a significant amount of traffic thanks to the size of our database. The goal is to qualify that traffic as much as possible before redirecting it to our partners.”
API, bounce, display name… Check out our email glossary!
“Depending on the program, we get between 100% and 150% click-through rates to the site.
What’s behind that number is the amplified interest of a single contact when targeted with the right offer in a well-crafted email.”
“Between the features and the customer support, you can really feel Mindbaz’s commitment to optimizing their clients’ deliverability, offering guidance and raising awareness to reduce complaints.”
Email Collection at Officiel des Vacances
“We’ve been collecting emails continuously through partners for years.
This consistency allows us to have a large volume of high-quality emails. We also started collecting through social media a few years ago.
It’s interesting and helps us reach new audience profiles.”
Sébastien Bouisset
(c) Officiel des Vacances
The email routing platform: a key choice for deliverability
Officiel des Vacances has been working with Mindbaz since 2018, after testing other message routing providers.
Email deliverability has become an area of expertise.
Cleaning and maintaining healthy databases is a major priority for Sébastien:“To reduce deliverability issues, we rely on several available tools, including ISPs’ anti-spam filters, feedback loops, and real-time campaign performance analysis.”Each month, discover a recap of the latest email and deliverability updates on our blog.
Managing Inactive Contacts
The work is far from over for Sébastien and his team.“With such a large database, managing inactive contacts is a real challenge. We can’t try to re-engage contacts who have been inactive for too long. Complaints come in very quickly in those cases.”
“Email best practices are becoming more strict. That pushes us to adjust our strategies. We’ve shortened the timeframe during which we consider a contact active. Today, after just a few months of inactivity, dedicated re-engagement programs are needed.”
Deliverability: Mindbaz’s Strong Suit
“We use the Mindbaz API for our automated emails, to collect email addresses, update the database, and manage unsubscribes.”
Mindbaz is fast and pleasant to use. We save time thanks to its features.
Between the platform’s functionalities and its customer service, there’s a clear commitment to helping clients optimize deliverability, offering guidance and raising awareness to reduce complaints.”
A/B Testing: The Must-Have Feature of Mindbaz
Sébastien is fully aware of the strategic importance of A/B testing:
“We run A/B test campaigns, especially on email subject lines. The subject line is still a major success factor. To optimize our KPIs, we test 4 subject lines on a sample audience.”
Some subject lines generate 3x more clicks. It’s impressive.
These kinds of subject lines can also increase the reactivity rate by up to 30%.
Once we get the results, we launch the best-performing version to the rest of the contacts.”
Sébastien Bouisset, Acquisition Manager at Officiel des Vacances
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