Improve Important Flight Information service mails

client: KLM

My role

Project manager

About the project

The request of KLM (Royal Dutch Airlines) to Buyerminds was to improve the emails that travellers receive after booking a ticket. The goal was to improve the customer experience and at the same time boost click through rates (CTR) to the extra services that could be booked on the website. Our approach was a combination of qualitative and quantitative research, working closely together with KLM’s email team in several design sprints.


After the responsive e-mail template was delivered, KLM and Buyerminds received many compliments from travellers about the new e-mails and the new ticket. Compared to the old version of the mail, the conversion was significantly higher, as well for the open and click-trough-rate.

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