Air Asia Case Study - Formula to increase open rates by 87%

Subject line

testing

Touch of

personalization

Continuous

engagement

The right formula to increase open rates by 87%

A case study on how AirAsia achieved above industry benchmarks for Open rates

CASE STUDY OF AIRASIA

@SitaSpeaks

MALAYSIASINGAPORE

PHILIPPINES

INDONESIA

THAILAND

Email marketing strategy for AirAsia across multiple markets


@SitaSpeaks

Personalization

Engagement

Subject line testing

87% higher open rate

AirAsia achieved average open rate of 28% in the three quarters of 2014, which is 87% higher than the open rate for travel industry

Open rate for travel industry is 15% (Digital Marketing 2014 report)


@SitaSpeaks

Email Personalization strategy To build relevancy and emotional connect with subscribers


@SitaSpeaks

IndonesianOpen rate: 34.51%

ChineseOpen rate: 40.6%

EnglishOpen rate: 31.52%

ThaiOpen rate: 27.57%

MalaysianOpen rate: 24.67%

Multilingual strategy for welcome series Perfecting the virtual handshake by sending welcome emails in customer’s native language

PERSONALIZATION


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Sent to MenOpen rate: 14.19%Click rate: 1.5%Click to Open rate: 10.6%

Sent to WomenOpen rate: 13.51%Click rate: 1.5%Click to Open rate: 11.45%

Subject line: <NAME>, Create new experiences with AirAsia BIG!

PERSONALIZATION

Personalizing the customer experience, automaticallyDynamic content to send highly personalized communication based on subscriber attributes


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Engagement strategyKeeping customer at the forefront


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Subject line: <NAME>,get even more because it's your birthday!

Open rate: 55.04%Click rate: 12.68%Click to Open rate: 23.04%

ENGAGEMENT

Birthday mailers to get customer attention and email opensSurprising customers with additional points on their Birthday scored high on the engagement metrics

Open rates for Birthday mailers were over three times higher than the standard open rate


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Subject line: Give us a like and we'll give you BIG Points

Open rate: 21.97%Click rate: 6.6%Click to Open rate: 30.09%Result: Received 5000 facebook likes from this campaign

ENGAGEMENT

Extending conversations with the customerEncouraging subscribers to connect with the brand on facebook to create an all round experience


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Loyalty ProgramOpen rate: 51.9%Click rate: 8.52%Click to Open rate: 16.4%

ENGAGEMENT

Capturing subscriber attention with contest Adding fun element with contest to increase engagement leading to conversions

Subject line: 10 Million BIG Points to be Won! Take part now.


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Loyalty ProgramOpen rate: 51.9%Click rate: 8.52%Click to Open rate: 16.4%

ENGAGEMENT

Capturing subscriber attention with contest Adding fun element with contest to increase engagement leading to conversions

Subject line: 10 Million BIG Points to be Won! Take part now.

Video in email helped improve engagement further


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Subject line strategy To increase visibility in the inbox


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SUBJECT LINE TESTING

A/B TESTING PERFORMED ON SUBJECT LINE

SUBJECT LINE A SUBJECT LINE BFly for free with The Economist with up to 25,000 BIG Points up for grab.. Fly for free with The Economist.

Open Rate: 7.90% Open rate: 16.1%Click Rate: 0.5% Click rate: 0.8%

Winner campaign B sent to the remaining subscriber base achieved an open rate of 15.76% and click rate of 0.98%

Testing subject lines to gauge subscriber behaviorShort and crisp subject lines less than 50 characters showed better engagement and response


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ConclusionPersonalization, Engagement and Subject line

testing helped AirAsia achieve above industry open rates of 28%


@SitaSpeaks

Air Asia Case Study - Formula to increase open rates by 87%

Marketing

Transcript of Air Asia Case Study - Formula to increase open rates by 87%