**Update on 31 Mar 09 - see inline below**
When was the last time you flew on an airplane for business or pleasure?
Assuming your answer is “within the past few years,” chances are you booked your flight online through an aggregator like Orbitz or Sidestep or maybe you went directly to your favorite airline’s website. However, regardless of how your completed the transaction, more than likely you received some type of email confirmation.
I have been traveling a lot more for work these days. A few weeks ago I was in Arizona for the Email Evolution Conference, followed the next week by 3 days in San Francisco. It got me thinking, which airlines are leveraging the power of email marketing to their fullest advantage? The first airline that came to mind was US Airways.
Of course, without the hard numbers (i.e., ROI), I cannot with certainty tell you that US Airways is knocking it out of the park; however, there are 6 reasons why US Airways understands email marketing.
1. Catchy Subject Lines: US Airways has their fair share of “boring” subject lines such as “Earn more miles” or “Your US Airways Dividend Miles e-Statement.” However, they do a nice job mixing in the “fun” subject lines like, “We’re bring back free drinks” (view email) or “It’s about time, and we’re on top of it” (view email).
Takeaway: Strike a balance between informational-type subject lines and those that will grab the readers’ attention.
2. Frequency/Cadence: As you can see from the screenshot of my inbox below, I’ve received 11 emails thusfar in 2009 from US Airways. Notice that there does not seem to be a pattern. Granted some of that has to do with the fact that I’m signed up for their flight alerts as well as the Dividends program. Either way, I can pretty much expect an email from US Airways a few times a week.
Takeaway: Vary your frequency and cadence of emails - as appropriate - to keep your readers interested.
3. Personalized Content: I’m not always a fan of personalization, but the US Airways emails use it effectively. I could care less that they use my name (bugs me that it is David Jason vs DJ, but…). **Update: My March “US Airways Dividend Miles e-Statement” had my name as DJ. Seems as though somebody was listening. Thanks! However, every Dividends email includes my Dividends Miles #. This is critical to me as I never ever remember it. Who does?
Takeaway: Provide your readers personalized content that is relevant and does not feel too automated/big brother-ish.
4. Consistent Header: While I’d like to see the header optimized for images off (it’s one big image), I do love that each link points to correct landing page. In other words, the “Upgrades” link points to the Upgrades page. Sounds logical, right? You’d be surprised at how many headers go to the home page.
Takeaway: There is power in the header. Use it to your advantage. Direct readers to areas that will be interesting to them and make sense for you.
5. Will be updated with your answer
6. Will be updated with your answer
Do you also receive US Airways emails? What do you like about them? #5 and #6 above were intentionally left blank. I’m counting on you - the reader, the marketer, the consumer of content - to fill in the blanks.
Please share below in the comments and I’ll update this post.
DJ Waldow
Director of Best Practices & Deliverability at Bronto
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