Thomas Cook

Thomas Cook migrates 17% of users from inactive to active and achieves 20% opens across the campaign by implementing Netcore Cloud Ems

Key Results
Users activated from inactive base
Customers engaged on entire email series


Thomas Cook is a part of the iconic Thomas Cook India Group headquartered in the Asia Pacific and spans 25 countries across 5 continents. As a leading integrated travel services company, it offers a broad spectrum of services such as Foreign Exchange, Corporate and Leisure Travel, MICE, eBusiness, and more.

Industry: Travel

Location: India

Category: Email 2.0

Solution used: Ems


Though Thomas Cook had a healthy growth rate of new subscribers, the percentage of inactive users was rising. They also found it challenging to achieve and maintain frequent and continual engagement from the active users. 

The primary challenges were:

  • Winning back inactive users
  • Increasing active users’ engagement



Netcore Cloud recommended Thomas Cook implement Email moments (Ems), a mini-series to target the active and inactive customers with attractive itinerary emails sent over four days. Each email was a combination of exciting visuals and compelling content, optimized for mobile view, and could be read in seconds. 

Thomas Cook used the mini-series approach to spread awareness of the top destinations in a specific region and promoted specially curated packages for visiting them. Sending Ems at the exact same time, on consecutive days, helped create a habit in the subscribers to open and read the entire Ems series.

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