Email is a persuasive channel – it helps brands put custom content in prospects’ hands to remind them about deals and discounts. The more accurate and timely email content is, the more powerful the strategy becomes. However, timeliness is only one aspect of a successful email marketing campaign. Brands need clear insights into what drives web users to engage and convert online, and American Airlines might serve as a great example for organizations with active ecommerce hubs.
According to MediaPost, American Airlines increased website conversions by 400 percent with its new email strategy. The company created custom abandoned shopping cart emails to push prospects over the conversion edge by emphasizing prices and including visual content in each message.
American Airlines sends two forms of email content to web users who failed to convert online. Some email content showcases a single price point, while others feature two options. The first email sends flight information to searchers who looked up certain trips, but abandoned the transaction before checking out. The second email gives two prices – one for the exact date being searched and another for a cheaper option. The latter email can resonate with prospective travelers who don’t have travel dates set in stone. Every email sent to a site visitor features an array of visual content to get the customer in the mood for travel. American Airlines found that sending people pictures of their ideal destinations edges them closer to conversion.
The brand’s email marketing program contributes significantly to the company’s overall revenue, too. The dual-price emails deliver 70 percent of American Airlines’ overall email revenue, and they also have 300 percent higher open rates than other outreach programs.
Brafton has reported on an Econsultancy study showing that 66 percent of marketers say their email programs deliver high-quality results. More, 80 percent of surveyed businesses generate more than half of their sales via email. Marketers who want to round out their online strategies should develop email campaigns that nurture customer relationships and improve conversion rates.
