Remarketing at 35,000ft An Airline Storybook
At SaleCycle we believe that truly remarkable remarketing means taking a creative approach. Whether adding an element of urgency with an alluring on-site remarketing message, or tempting people back to complete their booking with a beautiful remarketing email - remarketing should feel like a natural part of your customer’s booking journey. This book celebrates some of the best examples in airline remarketing from brands around the globe, all of whom embrace the importance that design and messaging has in making the booking process easier for their visitors. When SaleCycle design and manage remarketing programs a number of factors are incorporated to create truly remarkable remarketing campaigns. We show airlines how they can effectively re-connect, engage and convert their online customers with the types of interactions they’re actually craving! Your remarkable remarketing journey starts here…
AN EARLY DEPARTURE AIR ARABIA
Air Arabia partnered with SaleCycle to develop a cross-channel remarketing campaign to reconnect with customers who abandon a booking online. A key element of Air Arabia’s campaign is the intelligent On-Site Remarketing message displayed to customers at the point they appear to abandon. Focused on adding urgency, the message dynamically displays the number of people currently viewing that specific flight to tempt their customers to ‘book before it’s gone’. Air Arabia’s remarketing campaigns have been a huge success, with an overall increase in online sales of over 8%. Customers really appreciate the timely and relevant nature of the messages with over 7% of clickers of the on-site messages going on to purchase.
RIGHT ON TIME KENYA AIRWAYS
Timing is everything, especially in remarketing, when sending relevant messages at the right time can have a huge effect on the reaction of customers. Kenya Airways was working hard to recover lost bookings, but decided to find the optimal time between when a booking was abandoned, and sending remarketing emails, to get more lost travellers back. They were originally sending remarketing emails an hour after an abandonment had occurred. This was then tested against idle times of 30 minutes and 45 minutes to measure the impact. And the impact was incredible. In Kenya Airways case, the shortest idle time of 30 minutes had a conversion from send rate 67% higher than the original setting. Based on the strength of the conversion rates, Kenya Airways have set the idle time for the campaign at 30 minutes and continue to send a lot more travellers on their dream getaways.
Hey Karina,
CONNECTIONS ON-THE-GO FIREFLY
With mobile use continuing to rise, integrating mobile strategies into customer interactions is increasingly necessary. Firefly understood the importance that mobile will play in building customer relationships. The launch of SMS remarketing provided a convenient channel for them to reconnect with customers on-the-go. The ability to mix SMS remarketing into existing campaigns has really increased their capacity for reconnecting with potential customers. The SMS content is personalized and dynamic, with a short link connecting visitors back into the purchase process. The combination of technologies Firefly have employed ensures they are engaging customers at every stage of the booking journey in a truly multi-channel approach.
IN A CLASS OF ITS OWN VIRGIN ATLANTIC
In addition to recovering lost bookings, one of the main objectives of Virgin Atlantic’s remarketing program was to focus on up-selling potential customers to an upgraded travel class. Using SaleCycle’s dynamic segments, Virgin Atlantic is able to tailor their email messaging, according to the type of booking previously abandoned. The content of these emails not only includes full flight details, but displays dynamic content emphasizing the benefits of different levels of travel, with subtle up-sell messaging. While an open rate of 59% is a great indicator of email engagement, the really eye-opening stat is the $29 revenue that is generated from every single remarketing email Virgin Atlantic sends.
FASTER CONNECTIONS CORSAIR
The airline industry is an extremely competitive space, translating to very high average abandonment rates across the sector. With the purchase funnel being amongst the longest in the market, Corsair asked SaleCycle to help improve user experience on their website and reconnect visitors with abandoned flights. SaleCycle teamed up with Corsair to implement an Email Remarketing plan, optimising the idle times between sends for maximum conversion. Sending a booking abandonment email 30 minutes after the initial abandonment, and a further cycle 24 hours later if no action had been taken, proved to be the most effective time period for Corsair travellers. With open rates of 42% and 27% of clickers going on to complete their booking, Corsair’s remarketing campaign helps generate 14% in additional turnover, making this their best performing channel in terms of ROI.
RESULTS Targeting ......................................................................................................................................... 59% open rate of remarketing emails
Personalization ..................................................................................................................................................$29 revenue per email sent
Idle-time testing ....................................................................................................................... 67% increase in conversions from send
Relevance ...................................................................................................................................................... 8% increase in online revenue
User Experience ...................................................................................................................................................... 14% additional turnover
OTHER AIRLINE CLIENTS INCLUDE
#AskOurClients I’ve been very impressed by the service and support we’ve received from our SaleCycle team from the beginning, as well as the fantastic commercial performance of our campaign. A high level of dedicated account support and expertise across all areas – integration, campaign planning, design and strategic development. Darren Drew at Virgin Atlantic SaleCycle provide great email remarketing services with minimum inputs from client side. They have a great account management team that are always providing opimization ideas. Junaid Hasan Air Arabia Attentive team who made us feel comfortable that everything is in good hands. Additionally, results have been delivered as promised. Melisa Irwan at Malaysia Airlines
< Touch n i t e >G hat we w e e s to u! for yo o d n ca
marketing@salecycle.com