The Client
One of the largest carrier airline in Australia, this airways company provides domestic and international flights to multiple countries and continents.
Email marketing plays crucial role for this brand in its acquisition and engagement strategies. The brand was exploring innovative solutions to add value to its existing email marketing programs.
Challenges
There were multiple challenges faced by the airways brand in its existing email marketing programs.
Deliverability was one of the main issues. There was a need of complete strategic modification to enhance deliverability of the promotional and transaction emails.
Email engagement was one of the crucial objectives for the brand. They wanted to make the emails more informative and contextual that can contribute to better communication experience.
Strategy
The issue with Email deliverability was resolved by deploying more transactional and promotional mailers. For increasing relevancy and interactivity of the mailers, Real-time Personalized campaigns were developed for promoting time-based deals. The objective behind using these customized triggers was to enhance the impact of the promotional mailers in terms of garnering more of subscribers’ attention who’ve opened the emails.
Execution
A Countdown timer was used inside the email design. The timer runs in real-time and shows the time remaining for the deal to its expiry.
Without Countdown Timer
Standard email design before the campaign
With Countdown Timer
Personalized email template with a live countdown timer
Outcome
Registered Open Rate prior to this campaign
23 to 28%
Registered Avg. Open rate of the personalized campaign
40 to 45%
Registered increase in Avg. Click rate