lastminute.com Improves Customer Marketing ROI via Large-Scale Personalization and Automation Case Study More personalized customer email communication Increased email engagement and response Increased order value 18% increase in average order value 35% increase in email open rates 10% increase in email click rates The Challenge The BenefitsThe Company lastminute.com is a digital travel company, serving 10+ million customers in 40 countries, annually. The company’s offerings span the gamut of travel solutions, including flights, hotels, cruises, tours and special experiences. The Amsterdam-based company employs 1,200 people in 12 countries. The Challenge lastminute.com wanted to improve its customer marketing, by moving from mass, undifferentiated communications to segmented

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