Successful Email List Management: Fixing the Leaky Bucket Andrew - - PowerPoint PPT Presentation

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Successful Email List Management: Fixing the Leaky Bucket Andrew - - PowerPoint PPT Presentation

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Successful Email List Management: Fixing the Leaky Bucket Andrew Chang Manager, Marketing Strategy AirTran Airways Thursday, January 21, 2010 What is AirTran Airways rank, in terms of size by capacity? What is AirTran Airways rank, in

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SLIDE 1

Successful Email List Management: Fixing the Leaky Bucket

Andrew Chang Manager, Marketing Strategy AirTran Airways Thursday, January 21, 2010

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SLIDE 2

What is AirTran Airways’ rank, in terms

  • f size by capacity?
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SLIDE 3

What is AirTran Airways’ rank, in terms

  • f size by capacity?

8th

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How many passengers were enplaned in 2009?

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SLIDE 5

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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SLIDE 7

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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SLIDE 8

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

  • bjectives, but AirTran wanted to focus on email list growth and retention despite

an overall reduction in capacity.

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SLIDE 9

ACQUISITION

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SLIDE 10

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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SLIDE 11

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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SLIDE 12

RETENTION

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SLIDE 13

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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SLIDE 14

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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SLIDE 15

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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SLIDE 16

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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SLIDE 17

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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SLIDE 18

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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SLIDE 19

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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SLIDE 20

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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SLIDE 21

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 Andrew.chang@airtran.com