Case Study: Thomas Cook achieves more than 30% increase in email engagement with Teradata

Thomas Cook improves email engagement levels by more than 30% by using individualised insights to drive customer acquisition

Thomas Cook, the long-standing leisure travel brand, wanted to strengthen direct relationships with prospects and better shape customer journeys across digital channels. The company lacked insight into individual prospect preferences and buying cycles, treated new registrants non‑personally, and suffered low email conversion rates, so it engaged Teradata to launch a lead‑generation program to identify non‑customers and drive newsletter opt‑ins.

Teradata ran a targeted acquisition campaign with a travel survey, live look‑up to ensure only new leads, advanced segmentation, personalized emails in a month‑long nurture stream, and display retargeting. The program delivered more than 65,000 leads across three campaigns (about 15,000 in the most recent), 50–60% survey completion, open rates twice the national benchmark, click rates ~3.6x higher, newly acquired leads outperformed organic by 31% on open and click, generated a 7.5:1 ROAS over three months, and fed enriched data into Thomas Cook’s CRM for ongoing use.

Thomas Cook