Virgin Holidays is not the cheapest travel site in the UK, but they deliver an experience. It is important for the brand to deliver this promise in every email that they create. There are a
number of email metrics that are important to look at depending on which kind of emails they are sending.
The company sends emails to support its promotional program and drive sales,
as well as lifecycle emails which are focused on building engagement. These varying messages have different goals. "Your expectation has to be really different for each of these emails," said Zoe
Goulding, CRM & social marketing manager at Virgin Holidays.
One important metric that the company looks at is the incremental performance of each specific campaign. Since the company
does so many email campaigns and they work on a last click basis, this is very important to help measure attribution.