Leading OTA increases booking by 22% with adaptive marketing
+22.95%
Booking count
Compared to a randomized control
+9.24%
Uplift in unique CTR
Compared to a randomized control
Background
A global online travel agency sends a weekly promotional email to tens of millions of users in over 40 languages. Before Eikona, personalization was limited to first-name and travel recommendations.
Approach
Our variation engine generated dozens of email variants, adapting subject lines, preview text, hero images, and HTML layouts.
Each asset was created to balance two goals: leveraging previous performance data and maximizing creative exploration. The engine identified distinct vacation intents — such as business trips, family vacations, romantic getaways, or adventure travel — and tailored messaging strategies for each.
All creative assets were generated on-brand, respecting design, legal, and product constraints, and were seamlessly localized into 40+ languages — enabling native-quality experimentation at global scale.
01
Segment Discovery
After a series of guided tests 4 distinct segments were discovered. These segments, composing more than 46% of the entire population, demonstrated a strong and recurring positive reaction to specific creative languages.
02
Adaptive Campaigns, Not Blasts
We ran a three-stage optimization process on that email campaign over the course of 6 weeks:
→ STAGE 01: Exploration
Broad variation across copy, creative, and format
→ STAGE 02 : Denoising
Isolate signal from noise via controlled tests
→ STAGE 03: Exploitation
Deploy optimized creatives per segment
Top deals campaign
Segment-specific learning unlocks disproportionate gains.
By dynamically adjusting content based on behavioral and contextual signals, Eikona’s engine uncovered high-performing segments — with a compounding global booking uplifts of up to 22.95% when factoring in user location, previous bookings and loyalty status.
+36.78%
Booking uplift by user location
+32.12%
Booking uplift by user location and loyalty tier
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