How United Airlines Increased Click-Through Rates by 400%
Soaring to Success: How United Airlines Increased Click-Through Rates by 400% with Movable Ink
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Challenge
United Airlines needed the best of both worlds: to reduce campaign complexity while simultaneously focusing on driving bookings and revenue.
Solution
In collaboration with Movable Ink and Salesforce, United Airlines taps into valuable customer data to create hyper-personalized moments in each email. By crafting marketing experiences that truly resonate with their customers, the airline sees significant increases in engagement while saving their team hours of production time.
This case study demonstrates how the blend of creativity and strategic expertise can yield groundbreaking results. Continue reading to discover how United Airlines’ marketers overcame their most daunting challenges through personalization.
Adding an Element of Surprise
To promote flights during a typically slower travel period, United launched a “Surprise Adventure Week” campaign, and turned to gamification to amp up customer interaction.
By utilizing MI's time-targeting capabilities, they launched daily scratch-off campaigns that showcased new deals. Each day’s offer featured fresh images and destinations, seamlessly transitioning to the next day. To heighten excitement and urgency, the campaign also included countdown timers, encouraging customers to take advantage of the limited-time offers before they expired.
This approach was a tremendous success, significantly lifting award bookings and click-through rates.
Results:
230% lift in click-through-rate
2000% lift in reward bookings
Reminiscing a Year of Travel
United’s marketers wanted to reinforce the incredible value that the MileagePlus loyalty program affords its members. That’s why they created a unique year-in-review campaign to celebrate their customers' past journeys, highlighting total trips, checked bags, miles earned, and savings achieved over the past year.
Different creative variations based on member status, milestones, and other first-party data added a level of personalization that resonated well with customers. It’s now a year-end tradition they look forward to.
Results:
400% lift in click-through rate
Prioritizing Real-Time Pricing
When 83% of travelers say airline ticket prices are their top priority, you know it’s crucial.
Because of this, United Airlines’ marketing team needed a solution to show personalized real-time pricing in their emails. To do it, Movable Ink developed a custom app that connects to the EveryMundo FareWire API to pull in the most up-to-date fares. The app allows for quick changes between multiple creatives, offers various sorting options, and supports dynamic fare linking with filters like flight (domestic/international) and journey type (one-way/roundtrip).
This solution was a massive time saver, reducing their team’s production by two full days.
Results:
2 days saved in production
Key Takeaways from United Airlines' Successful Strategy
- Enhance customer interactions and click-through rates by using zero- and first-party data to create personalized and relevant marketing experiences.
- Drive higher engagement and excitement by incorporating fun and interactive features into marketing campaigns, such as scratch-offs.
- Streamline marketing efforts and ensure content accuracy by leveraging tools for real-time updates and dynamic content management.
Watch United Airlines take the stage!
Get a first-class look at how United's marketing team boosts brand presence, drives engagement, and builds loyalty with personalization. They share three data-driven campaigns that seem complex at first glance, but are actually a breeze with the right tools and strategy.
