Email Marketing for Australia’s Largest Air Carrier to increase the Click Rate and ROI

About the Company

One of Australia’s most significant carrier airlines, providing domestic and international flights to multiple countries and continents. Email marketing is crucial for this brand’s acquisition and engagement strategies. As a result, the brand was exploring innovative solutions to add value to its email marketing programs.

Challenges

* The airways brand was facing multiple challenges in its existing email marketing programs.

* Deliverability was one of the main issues. Therefore, there was a need for complete strategic modification to enhance the 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, contributing to a better communication experience.

Strategy for the Campaign

The issue with email deliverability was resolved by deploying more transactional and promotional mailers. In addition, to increase the relevancy and interactivity of the mailers, real-time personalized campaigns were developed for promoting time-based deals. These customized triggers enhanced the promotional mailers’ impact on subscribers who 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 expire.

Outcome of the Campaign

* Registered open rate before this campaign – 23-28%

* Registered  Avg. open rate of the personalized campaign – 40-45%

* There was an increase of 15-20% in the registered average click rate.