Airline Vertical

Current State

Current airline industry emails:• Concerted focus on weekly flight deal and

loyalty program opportunities• Include a mix of partner and affiliate

marketing offerings• Extend the courtesy of either a batched or

triggered set of flight details notifications

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The Future

Future opportunities:

• Incorporate more data-rich, targeted communications

• Cater to flyers based on previous flight history and travel destinations

• Increase engagement through better crafted messages• Generate excitement• Create a sense of urgency• Set a state of relevance• Convey a unique value proposition

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Airline Customer Lifecycle Experience

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Low Fare Alerts Program

Flyers who have researched specific origin/destination

& travel dates

Split test automatically optimized on

conversion

If purchase, transfer to the loyalty

acquisition program

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Travelocity – Low Fare Alerts

Turn Shoppers into Purchasers

Challenge• Convert Active Shoppers to Purchasers by

sending triggered low fare alerts for price drops, targeting consumers who previously shopped by didn’t book.

Solution• Leverage triggered-alerts.• Feature relevant offers based on a specific

city pair and date combination.• Integrated relevant cross-sell offers with

built-in search functionality.

Results• While a small fraction of overall email

volume, this campaign drives 12% of overall bookings.

• 2 - 3x average email open and click-through rates.

• Low Fare Alert generates conversion that are 300% - 400% higher than other conversion programs.

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Departure Day Program

24-hours prior to

departure

Email message prompting

online check-in

Different path based on check-in

preference

Mobile boarding pass

Cross-sell offer to

download mobile app

Travel & Hospitality Success Stories

Cheapair.com Success Story

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Modern Email Marketing Platform

Challenge• Needed a improve the efficiency of their

email marketing platform so the marketing team could better communicate with customers.

• Leverage existing customer data to segment and tailor campaigns based on analytics.

Solution• Message Studio’s intuitive UI allows the

marketing team the ability to execute campaigns without the need for IT involvement greatly increasing efficiency.

• Direct connectivity to existing data assets for better segmentation and targeting of email communications.

Results• 112% sales growth from retained customers.• 500,000 new subscribers (nearly 50%

growth).• 2x increase in email frequency resulting in

increased sales from the email channel.• Greater than 95% deliverability rate.

IHG Success Story

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Real-time Email Marketing Automation

Challenge• Needed to consolidate email providers,

reduce cost, and improve to time to market.

Solution• Integrated their multi-channel campaign

management system (Unica) with StrongMail.

• Real-time, personalized offers to customers based on behavioral and pre-defined business rules.

Results• Consolidated confirmation emails for 8

brands down to 1 template with over 37,000 different variations.

• 1-to-1 confirmation emails delivered in less than 2 seconds.

• IHG’s subscriber engagement levels have “gone through the roof”, including a 7x increase in click-through rates and a double digit increase in revenue attributed to the email channel.

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