Omnisend success story · Travel deals website

How AirGuru earns $247 for every $1 it spends on Omnisend.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Lithuania’s largest travel deal portal sends two emails a day and still grows. Automated reminders for the trips people looked at, price drop alerts and segments like families with children turned a 70,000-person list into a steady source of bookings.

Business: AirGuru
Market: Lithuania
Goal: Turn daily deal emails into bookings

Beach loungers and umbrellas under palm trees beside a calm sea

The results.

Year-over-year growth after adding automated workflows. AirGuru has used Omnisend since 2018; Omnisend does not state which year the comparison covers.

$247in revenue for every $1 spent on Omnisend
33%year-over-year growth in revenue from email after adding automated workflows
About 40%of Omnisend revenue comes from automations, and 60% from campaigns

As published by Omnisend. Results as published by Omnisend, based on revenue Omnisend attributes to its messages. Omnisend does not state the attribution window.

The challenge.

AirGuru gathers package holidays from airlines and tour operators into one deal site, and has been running for 13 years. It has used Omnisend since 2018, with a list of about 70,000 subscribers.

Travel is a big, slow decision, and most people browsing a deal are not ready to book today. The challenge was to stay in front of them often enough to be there when they are ready, without wearing the list out.

Omnisend lifecycle stage map showing customer groups from new to at risk

What they did.

Twice-daily campaigns · Product abandonment workflow · Price drop alerts · Family segment

Sent two emails a day: Offer emails and value emails that deal with trust and risk, with clear subject lines and specific calls to action. Broad daily sends open at 25-35%.
Followed up on the hotels people viewed: A product abandonment workflow reminds people of the hotel they looked at, then adds urgency. It brings in 53.7% of automation revenue, with a 51.9% open rate.
Alerted people when prices fell: Price drop alerts tell subscribers when a trip they showed interest in gets cheaper.
Built segments for real travelers: A family segment of more than 20,000 contacts gets child-friendly deals, and repeat travelers hear about their favorite destinations.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Frequency matched the product: Travel deals change daily, so frequent emails carry real news. That is why two sends a day works here; it would not for most stores.
Interest became the trigger: Reminders and price alerts reach people about the trip they already wanted, which is why automations carry about 40% of revenue.
Segments raised relevance: Segmented sends reach a 12-25% click-to-open rate, well above the broad daily mailings.
Email became a real channel: The email program now brings in 8.4% of the company’s total revenue.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our Omnisend email, SMS and push management.

Set frequency by evidence: We test how often your list wants to hear from you, segment by segment, inside our Omnisend email, SMS and push management.
Turn browsing into reminders: Product and browse abandonment workflows remind people of what they looked at, with the right amount of urgency.
Alert on price and stock: Price drop and back in stock messages give subscribers a real reason to come back.
Pair email with search: People researching a big purchase also search. We run Google Ads management and email from the same plan.