air asia case study - formula to increase open rates by 87%
Post on 15-Apr-2017
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Subject line
testing
Touch of
personalization
Continuous
engagement
The right formula to increase open rates by 87%
A case study on how AirAsia achieved above industry benchmarks for Open rates
CASE STUDY OF AIRASIA
@SitaSpeaks
MALAYSIASINGAPORE
PHILIPPINES
INDONESIA
THAILAND
Email marketing strategy for AirAsia across multiple markets
CASE STUDY OF AIRASIA
@SitaSpeaks
Personalization
Engagement
Subject line testing
87% higher open rate
AirAsia achieved average open rate of 28% in the three quarters of 2014, which is 87% higher than the open rate for travel industry
Open rate for travel industry is 15% (Digital Marketing 2014 report)
CASE STUDY OF AIRASIA
@SitaSpeaks
Email Personalization strategy To build relevancy and emotional connect with subscribers
CASE STUDY OF AIRASIA
@SitaSpeaks
IndonesianOpen rate: 34.51%
ChineseOpen rate: 40.6%
EnglishOpen rate: 31.52%
ThaiOpen rate: 27.57%
MalaysianOpen rate: 24.67%
Multilingual strategy for welcome series Perfecting the virtual handshake by sending welcome emails in customer’s native language
PERSONALIZATION
CASE STUDY OF AIRASIA
@SitaSpeaks
Sent to MenOpen rate: 14.19%Click rate: 1.5%Click to Open rate: 10.6%
Sent to WomenOpen rate: 13.51%Click rate: 1.5%Click to Open rate: 11.45%
Subject line: <NAME>, Create new experiences with AirAsia BIG!
PERSONALIZATION
Personalizing the customer experience, automaticallyDynamic content to send highly personalized communication based on subscriber attributes
CASE STUDY OF AIRASIA
@SitaSpeaks
Engagement strategyKeeping customer at the forefront
CASE STUDY OF AIRASIA
@SitaSpeaks
Subject line: <NAME>,get even more because it's your birthday!
Open rate: 55.04%Click rate: 12.68%Click to Open rate: 23.04%
ENGAGEMENT
Birthday mailers to get customer attention and email opensSurprising customers with additional points on their Birthday scored high on the engagement metrics
Open rates for Birthday mailers were over three times higher than the standard open rate
CASE STUDY OF AIRASIA
@SitaSpeaks
Subject line: Give us a like and we'll give you BIG Points
Open rate: 21.97%Click rate: 6.6%Click to Open rate: 30.09%Result: Received 5000 facebook likes from this campaign
ENGAGEMENT
Extending conversations with the customerEncouraging subscribers to connect with the brand on facebook to create an all round experience
CASE STUDY OF AIRASIA
@SitaSpeaks
Loyalty ProgramOpen rate: 51.9%Click rate: 8.52%Click to Open rate: 16.4%
ENGAGEMENT
Capturing subscriber attention with contest Adding fun element with contest to increase engagement leading to conversions
Subject line: 10 Million BIG Points to be Won! Take part now.
CASE STUDY OF AIRASIA
@SitaSpeaks
Loyalty ProgramOpen rate: 51.9%Click rate: 8.52%Click to Open rate: 16.4%
ENGAGEMENT
Capturing subscriber attention with contest Adding fun element with contest to increase engagement leading to conversions
Subject line: 10 Million BIG Points to be Won! Take part now.
Video in email helped improve engagement further
CASE STUDY OF AIRASIA
@SitaSpeaks
Subject line strategy To increase visibility in the inbox
CASE STUDY OF AIRASIA
@SitaSpeaks
SUBJECT LINE TESTING
A/B TESTING PERFORMED ON SUBJECT LINE
SUBJECT LINE A SUBJECT LINE BFly for free with The Economist with up to 25,000 BIG Points up for grab.. Fly for free with The Economist.
Open Rate: 7.90% Open rate: 16.1%Click Rate: 0.5% Click rate: 0.8%
Winner campaign B sent to the remaining subscriber base achieved an open rate of 15.76% and click rate of 0.98%
Testing subject lines to gauge subscriber behaviorShort and crisp subject lines less than 50 characters showed better engagement and response
CASE STUDY OF AIRASIA
@SitaSpeaks
ConclusionPersonalization, Engagement and Subject line
testing helped AirAsia achieve above industry open rates of 28%
CASE STUDY OF AIRASIA
@SitaSpeaks
CORPORATE OFFICE8th Floor, Peninsula Towers, Peninsula Corporate Park, Lower Parel (W), Mumbai - 13Email: sales@netcore.in Phone: +91 22 6628 8403 | Missed Call: 022 6155 0888
BRANCHES
New Delhi | Chennai | Bengaluru | Hyderabad | Gandhinagar | Pune
@SitaSpeaks
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