A case study of the AllThingsCruise eNewsletter statistics reveals the following:
When comparing sales results year over year,
Revenue increased significantly in all cases with the purchase of eNewsletter advertising.
We looked at three types of cruise lines: two Contemporary / Premium cruise lines, two Luxury lines, and two River Cruise lines.
In year one (1), these lines did not take advantage of CruiseCompete e-mail promotion, while in year two (2), we sent consistent messages promoting these specific lines to our subscriber base of 470,000+ cruise consumers.
While this type of promotion can increase revenues in three channels:
- direct sales to the cruise line
- sales via non-CruiseCompete member-travel agencies
- sales via CruiseCompete member agencies
we can only track sales via the CruiseCompete channel.
Revenue booked via CruiseCompete increased in all 3 cases:
Contemporary / Premium
Contemporary / Premium 1: revenue increased 23.0%
Contemporary / Premium 2: revenue increased 47.9%
The average increase for Contemporary / Premium lines that did not send mailings was
Luxury – Ultra-Luxury
Luxury 1: revenue increased 96.3%
Luxury 2: revenue increased 115.1%
The average increase for luxury lines that did not send mailings was 58.9%
River 1: revenue increased: 141.5%
River 2: revenue increased: 19.4%
The on average, revenue for river cruise lines that did not send mailings
decreased by 23.4%
In summary. consistent communications with our cruise audience increases sales.
Note: revenue totals do not include 2 additional channels which our subscribers tell us they use.