![]() ![]() “Inspire Me” uses personalization and customers’ digital fingerprints to “magically” align travel offerings with their needs, wants, and expectations, simultaneously, converting more undecided travelers into flight bookings, in the moment.Ĭreated by Havas EHS (now Havas Helia), easyJet’s award-winning 2013 email campaign to support “Inspire Me” presented a dramatic shift for the airline sector. It moved from the obvious tactic of sales-driven, batch-blasted emails, to reflect the human truth about travel: travelers care more about their holiday experience than they do about how they get there.įor the campaign, “Inspire Me” emails directed travelers to the website’s handy inspiration tool, to search destinations based on the experience they wanted. Dynamic content connected travelers with easyJet at the moment when they were dreaming up their next getaway, tempting skiers with adventure, couples with romantic escapes, or families with fun-packed beach holidays.Įmails were triggered at intervals based on customers’ previous travel, anticipating their desire to take a last-minute city break or plan a family vacation for an upcoming school holiday. These highly individualized, humanistic emails were filled with targeted suggestions, taking travelers to the “Inspire Me” tool. Here, the breadth of options available was fully tailored and personalized with destinations from the customer’s preferred departure airport, with prices based on what they’ve paid previously. Booking options were just one click away.ĮasyJet’s “Inspire Me” campaign doubled customer engagement with the email (expressed as the click rate) and quadrupled conversion (expressed as unique bookers who received “Inspire Me” emails vs. unique bookers from the easyJet newsletter). ![]() The inclusion of personalized airports doubled engagement and increased conversion by 60%. ![]() Including the price increased engagement by 70%, and conversion by 42%, except for the French market, where not including the price converted 15% more.Īltogether, the campaign delivered a 67-fold return on investment. That’s pretty amazing, huh? To read more about how digital quick wins transformed easyJet into Europe’s leading low-cost airline, download one of my favorite white papers, “ The power to disrupt: How marketers are turning industries upside down.EasyJet plc, styled as easyJet, is a British multinational low-cost airline group headquartered at London Luton Airport. ![]()
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