American Airlines Email Revue – 인수 전략

I just received an email from American Airlines where they’d like me to opt in to some additional email communications. In return, I will be entered into a contest where they are giving away a free trip as well as getting some additional miles or a discounted ticket.

My good friend Chris Baggott would always make an example of the Airlines when it came to providing targeted content to a targeted audience. The airlines know our home address, our home airport, our travel patterns… yet they send us specials for trips to/from other cities outside our cycle of travel, etc. It’s ridiculous… rather than providing us the information we’re looking for, they actually alienate us and then we barely read the emails they send.

오늘 저는 American에서 이메일을 받았는데 그래픽이 정말 눈에 띄었습니다.
American Airlines 이메일 Revue

Upon clicking through, I found that American did a great job on this. The link to click through had a ‘key’ that basically told the receiving site who I was. In turn, when I modified my preferences (single-click, simple, flash), the results were immediate. I didn’t have to put in additional information that they already had and they didn’t try to add-on extraneous advertising or marketing for other products and services.

This is a very nice acquisition campaign – I’m curious how successful it will be. It had all the elements of success:

  1. 주의를 끌었습니다.
  2. 인센티브를 제공했습니다.
  3. 행동을 촉구했습니다.
  4. 메시지는 매우 눈에 띄었습니다.
  5. 변환 과정은 간단했습니다.

Nicely done! The real question, of course, is if they can keep their emails relevant to me. If they can’t, I’ll unsubscribe and this will all have gone to waste.

댓글 2

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      나는 Jonathan에 동의합니다. 그러나 그들의 이메일 중 하나는 성격이 너무 떨어져서 실제로 내주의를 끌었습니다. 그것이 의도적으로 전략의 일부 였는지는 모르겠지만 효과가있었습니다!

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