LATAM Airlines

Promotional, transactional, behavioral triggers transform customer communications.

LATAM Airline

LATAM Airlines had the challenge of migrating a high volume of promotional messages – for 15 countries in six languages – to Salesforce Marketing Cloud. As a new requirement, the airline requested real-time data integration with Google Cloud Platform, connecting all transactional communications coming from their notifications hub and automating all always-on media campaigns.

We implemented a three-pronged strategy: built a scalable infrastructure organized by operational line; enabled functionality of transactional deliveries by configuring real-time events; and scheduled automated journeys seven, four and two days before each flight. CTAs were included to initiate the purchase of recommended ancillaries within each communication.

We implemented personalized journeys by country, including language variants and loyalty tiers. We conducted A/B tests, allowing sales teams to continuously optimize content. Additionally, a revenue increment measurement strategy was implemented. The CMS and scripting were utilized to create templates to automatically generate over 40 message variants. Automated promotional journeys were also created using the platform's AI capabilities to deliver at the optimal time, through the indicated channel, and with recommended content.

  • 21% reduction in calls to the Contact Center
  • 17% improvement in operation times at the airport
  • 26% increase in ancillary sales
  • 50% increase in return from email activities
User Experience Flow

Automated journeys were scheduled to deliver seat and baggage information seven, four and two days before each flight.

Headline: Automated, AI-assisted Templates

Promotional, Transactional, Frequent Flier Program, and LATAM Cargo templates generated more than 40 message variations automatically and leveraged AI capabilities to deliver at the optimal time, through the indicated channel, and with the recommended content.