How Smart Airlines Use E-Mail Marketing to Bring Shoppers Back
Skift Take
E-mail marketers are steering the industry's course toward more reliable conversions, more of the time.
Last week we launched the latest report in our Skift Trends series, Inbox Strategies: The State of E-Mail Marketing in the Travel Industry.
Below is an extract. Get the full report here to get ahead of this trend.
One strategy for progress in the e-mail marketing space is as simple as a friendly reminder. Or reminders.
American Airlines discovered this when it began to implement its Abandoned Cart Program in 2013. Similar to the outcome of using effective attribution models to reach travelers in responsive ways, triggered e-mail strategies such as Abandoned Cart work further personalize the subscriber’s experience. In this case, American used consumer intention as its basis.
That is, any cart on the airline’s ticketing site that was left for more than 24 hours with an un-purchased trip inside prompted the
