Email Spotlight: Wotif

Humans are naturally visual creatures. That’s probably why content with images is super successful – it can boost engagement up to 650%!

Add personalization – which can get 2.5 times higher click-through rates and six times higher sales – and you’ve got a powerhouse campaign.

That’s why image personalization is such a successful email marketing tactic. Wotif, a leading Australian online travel booking website, wanted to leverage this tactic to encourage bookings for their ongoing promotion, Mates Rates.

How Wotif used image personalization to drive bookings

Wotif included a flight board personalized with their subscribers’ names to create a truly 1:1 email experience. The flight board could revert to default content if a name was unavailable, or just show a first name if a last name was unavailable.

To round out the relevant experience, Wotif included top local travel destinations for their customers.


The email saw boosts in conversions and a decrease in unsubscribes, indicating that customers loved seeing a campaign that was personalized just for them.

“While we have had some success including first name personalization in the subject line and body copy, we found by including this personalization within the creative of the email we saw greater improvements to email conversion!” said Vicci Ormandy, Database Marketing Manager at Wotif ANZ.

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