Multi-Channel Re-Engagement Program

Multi-channel re-engagement campaign for travel OTA across display, social, email and push

Context

A leading European online travel agency had accumulated a database of over three million registered users, but nearly 40% had become dormant — no booking, search or login activity in over six months. Meanwhile, the cost of acquiring entirely new customers through prospecting campaigns continued to climb, making the untapped potential of this dormant base impossible to ignore.

Kalithea Media designed a sequenced multi-channel re-engagement program that systematically moved users from passive to active through a carefully orchestrated progression: display awareness, social retargeting, personalized email and finally push notification. A progressive engagement scoring model ensured each user received the right message on the right channel at the right moment, maximizing reactivation while minimizing waste.

Dormant user reactivation funnel with progressive engagement scoring

Cross-channel sequencing workflow for user re-engagement across display, social, email and push

Our approach and solutions

A sequenced win-back engine that turns dormant users into active bookers through progressive cross-channel engagement.

Dormancy segmentation and scoring

Users were segmented by dormancy duration, last booking value, historical travel preferences and engagement recency. A predictive reactivation score prioritized budget toward the segments with the highest win-back probability.

Sequenced cross-channel activation

Campaigns followed a structured sequence — display banners for initial recall, social ads for deeper engagement, personalized email offers for conversion, and push notifications for final urgency — with automatic progression based on user response.

Dynamic destination-based creatives

Ad creatives were personalized with destinations and deals matched to each user's past search and booking history, combined with seasonal pricing and limited-time offers to drive urgency and relevance.

Progressive engagement scoring

Every interaction — ad view, click, email open, site visit — fed a real-time engagement score that determined when a user was ready for the next channel in the sequence, ensuring seamless progression without overexposure.

Our key strengths

Cross-channel orchestration expertise

Our campaign management platform unifies display, social, email and push into a single workflow with shared audience states, ensuring consistent messaging and preventing channel conflicts or duplicated efforts.

Advanced reactivation attribution

Multi-touch attribution models tracked the contribution of each channel in the re-engagement sequence, providing clear evidence of which touchpoints drove incremental reactivations versus those that merely assisted.

Cost efficiency through sequencing

By reserving higher-cost channels (social, email) only for users who first responded to lower-cost display impressions, the program dramatically reduced cost per reactivation compared to single-channel approaches.