lifecycle marketing success story - alaska airlines case study
TRANSCRIPT
CASE STUDY: ALASKA AIRLINES
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LIFECYCLE MARKETING SUCCESS STORY
Using the proven Lifecycle Marketing framework,
Alaska Airlines was able to increase its revenue per
email by over 500%.
CAMPAIGN OBJECTIVE/CHALLENGE
• Re-engage inactive subscribers and entice
them to book
• WhatCounts and Alaska Airlines tested offer
vs. no offer vs. email
RESULTS
Compared to usual promotions:
• 55% higher open rate
• 75% higher click through rate
• 564% higher Revenue per email than other ad
hoc promotions
“In 2009 email became a key initiative at Alaska and we
adopted WhatCounts’ Lifecycle Marketing Program.
As a result, we generated almost $40 million in
incremental revenue.”
- Andrea Schwarzenbach, Manager, Interactive Marketing
SUBJECT LINE We Miss You – Come Back for
30% Off Your Next Flight