More Related Content Similar to E-dialog British Airways Mobilising Data Similar to E-dialog British Airways Mobilising Data (20) 1. British Airways & e-Dialog Europe Mobilise Data Providing First Class Service to Executive Club Members © e-Dialog Inc. All Rights Reserved. 1 originally presented at The Data Marketing Show 27th June, 2011 London, UK 2. 05/07/2011 2 © e-Dialog Inc. All Rights Reserved. e-Dialog & British Airways Objective & Challenge Approach & Solution Results Future Campaigns Itinerary 3. 05/07/2011 3 © e-Dialog Inc. All Rights Reserved. e-Dialog Europe and British Airways: partners since 2006. The British Airways Executive Club: launched in 1992. e-Dialog Europe deployed hundreds campaigns for British Airways sending out millions of unique emails to British Airways customers and Executive Club members. 4. The British Airways Objective&The e-Dialog Challenge 05/07/2011 4 © e-Dialog Inc. All Rights Reserved. 5. 05/07/2011 5 © e-Dialog Inc. All Rights Reserved. British Airways Objective Improve the Executive Club Member Experience: Accessibility Convenience Control 6. 05/07/2011 6 © e-Dialog Inc. All Rights Reserved. E-Dialog Challenge Increase awareness of the launch of the app Encourage immediate download to correct platform 7. 05/07/2011 7 © e-Dialog Inc. All Rights Reserved. E-Dialog Challenge: Two Hurdles Solve the customer journey: from receiving the email to downloading the app Deliver relevant emails: drive click-through to the correct app store 8. The Mobile Opportunity 05/07/2011 8 © e-Dialog Inc. All Rights Reserved. Mobile phone penetration per population 6.9 Billion people 5.2 Billion mobile phones 11. 05/07/2011 11 © e-Dialog Inc. All Rights Reserved. Jumping the hurdles using historical data Deliver relevant emails: drive click-through to the correct app store Identify those who previously opened emails on smartphone Determine which smartphone platform they are using Design campaigns with the entire customer journey in mind 12. Using historical data to create solutions Standard process: automatically track devices used to open emails = a history of interactions Combination of user agent query and proprietary database code = segmentation Leverage a database of device platforms and specs = highly targeted 05/07/2011 12 © e-Dialog Inc. All Rights Reserved. 13. 05/07/2011 13 © e-Dialog Inc. All Rights Reserved. Jumping the hurdles using historical data Solve the customer journey: from receiving the email to downloading the app 4 different creative designs and 4 distinct email templates iPhone, Android, Blackberry & Desktop (Windows 7) Easy navigation, readability and included a clear CTA Device specific links through to the relevant app store 16. Optimised for mobile Header: Optimised for iPhone – click through to read desktop version in browser Relevance: Official “Available in the App Store” icon to reinforce iPhone relevance CTA: click through directly to app page in the store from within iPhone Below the fold: optimised, easy to read copy. 1 2 3 4 17. Optimised for mobile 5 App features and functions CTA: large red button follows the established convention for BA CTAs Membership Number: included in the email & optimised for cut and paste Demo site: button to take user to demo site Proper communications: One Word Identification & T&Cs 6 7 8 9 19. The overall campaign results 05/07/2011 19 © e-Dialog Inc. All Rights Reserved. More than 70,000 clicks to www.BA.com/apps Generated more than double the targeted number of downloads Open rates for mobile devices far exceeded opens for desktop versions; +50%for iPhone and Android devices. Click-through rate of 25% on emails accessed on iPhones & +30% for BlackBerry users. 20. Ready for Takeoff - Future Email Tactics Continue to use mobile device data insight: Create business rules to determine appropriate version to send Global rollout of email campaign (app launch) Create mobile versions of all large tactical campaigns Continued promotion of app adoption in mobile versioned emails
