successful email list management: fixing the leaky bucket...successful email list management: fixing...
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Successful Email List Management: Fixing the Leaky Bucket
Andrew ChangManager, Marketing StrategyAirTran Airways
Thursday, January 21, 2010
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What is AirTran Airways’ rank, in terms
of size by capacity?
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What is AirTran Airways’ rank, in terms
of size by capacity?
8th
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How many passengers were enplaned
in 2009?
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How many passengers were enplaned
in 2009?
24.8 MM
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• 8th largest domestic airline
• Serves 64 destinations
• 24.6 MM enplanements in 2008
• 2009 Top-ranked low-cost carrier by Airline Quality Rating
• Youngest all-Boeing fleet in America
• First major carrier to offer Gogo Inflight Internet & XM Satellite Radio on every flight
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AirTran Email Program Overview
Net Escapes
• Primary campaign promoting weekly sale alerts
A-Savers
• Promotional and partner offers
A+ Rewards
• AirTran has been collecting data on its A+ Rewards members since the program’s inception
• Customer profiles include more than 30 data points
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Acquisition (Fill the bucket)
• Enroll prospects into programs with easiest barrier of entry –NetEscapes and A-Savers
• Only email address is required for sign-up – Voucher Programs
• Cross-promote A+ Rewards program throughout message streams
Retention (Stop the leaks)
• Focus on most valuable customers – A+ Rewards
• Many data points available to design sophisticated programs around
• Leveraged profile data in 2009 to develop sophisticated lifecycle
• Increased message relevance promotes long-term engagement
The AirTran email communications strategy was meeting the marketing objectives, but AirTran wanted to focus on email list growth and retention despite an overall reduction in capacity.
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ACQUISITION
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NetEscapes/A-Savers Voucher Acquisitions
Customer offered voucher and URL
Complete landing page enrollment process
Automated email voucher distributed
Customers added to NetEscapes and A-Savers
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Promotions
Danica Patrick Racing Experience
• Be a backseat driver at Indy Raceway
Sports Illustrated Swimsuit Fly Away
• Win a flight to the Super Bowl with SI models
Sweepstakes Sign-ups• A+ Rewards membership and email required• Includes travel and accommodations
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RETENTION
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A+ Rewards Retention
Every 1% of retention
=
$5MM in revenue
Successful list management starts with a relevant communication stream to retain current subscribers
*2010 Email Marketing Benchmark Report; MarketingSherpa
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Enhancing Communication Lifecycle
• Opportunity existed to fill A+ lifecycle gaps
• Prioritized and launched 5 new campaigns in 2009 to supplement communication stream
– Enhanced welcome communication
– Customer satisfaction survey
– Elite upgrade notification
– Elite status renewal
– A+ credit expiration
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Enhanced Welcome
• Leveraged proven A+ newsletter design and applied to welcome messaging
• Quicker to Market– Reduced message delay from
1-2 days to near-real time communication
• Featuring…– New personal A+ number and
printable card
– A+ program details
– Special partner offers
– Contact information
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Customer Satisfaction Survey
• Utilized formal letter style messaging – no incentive
• Delivered shortly after conclusion of flight
– Full circle customer feedback loop
• Monitored on daily basis to allow for prompt follow-up
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Elite Upgrade
• Timely notification alerting customers of change in member status
• Pertinent account summary info• Member number
• Status expiration dates
• Available A+ credits
• A+ Elite program benefits
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Elite Status Renewal
• Informing customers Elite status is about to expire
• Remind of A+ Elite benefits
• Provide expiration dates and # of A+ credits required to renew
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Credit Expiration
• Alerting members A+ credits that are about to expire
• Details of A+ credits expiring custom published into email
• Includes various ways and quick links for customers to take action
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Results of 2009 Efforts
Open Rate
• Doubled opens!
Unique Click Rate
• 7x increase in unique clicks
Unsubs
• Promotional unsubscribe decreased
Conversions
• 10x increase in conversions
*as % of net delivered
Overall, AirTran has experienced ~13% overall opt-in list growth since December 2008 despite a 2% drop in capacity
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Next Steps for 2010
Further build out communication lifecycle…
• Automate more than 20 new relevant triggers
• Reactivation messaging
• Web behavior data integration
• Flight status notifications
• etc…
• Sophisticated preference center
• Unsubscribe survey
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Credits/Thank You
Andrew Chang | Manager, Marketing Strategy | AirTran Airways
Call or email me at: 678-254-7459