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 about 500,000 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.