KLM Royal Dutch Airlines is the national airline carrier of the Netherlands, serving over 23 million passengers each year and flying to 146 destinations worldwide. KLM’s leisure customers typically travel just a few times a year, so a major challenge for the airline is keeping customers engaged and loyal between flights.

One of the keys to KLM’s success has been the ability to reach customers with timely and relevant email communications. These messages include anything from contacting active customers with updates on their flights to providing customers and prospects with personalised offers, based on their stated preferences. Using Experian’s email marketing technology, multi-language capabilities and analytical tools, KLM is able to keep regularly in touch with customers all over the world, in a language they understand and with offers that are relevant to their circumstances.

Emilie Hardick, Manager Email Marketing at KLM: “Our use of permission-based email is translating into stronger and more profitable customer relationships. Working with Experian, email has become our most cost-effective channel of communication.”

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