Best Airline Email Message

British Airways wanted to promote the launch of the Executive Club app using a connected marketing strategy that allowed them to contact the Club members in a highly targeted fashion. British Airways has always used e-mail as a key part of the marketing process, and the launch of the application was to be no exception.
British Airways analysed e-mail data, identifying that an increasing number of e-mails were being opened on mobile devices. British Airways decided to create four creative e-mails for the launch, which were tailored to iPhones, Android phones, Blackberrys and desktop PCs.
To make sure that the messages were displayed appropriately for the specific e-mail audience, e-Dialog created a custom template that would allow the creative to be presented in a format that would be displayed optimally for the device used to view it. The special template would ensure the user had a more streamlined view, with all content easily visible and accessible. Each targeted e-mail also linked through to the version of the application appropriate to the device used. For example, iPhone users were directed to the Apple App store for the download.
Open rates for the e-mails targeted to mobile devices far exceeded opens for desktop versions and were in excess of 50 per cent for iPhone and Android. The content was highly targeted and designed to render appropriately on each of the different devices, which is evidenced by a click through rate of 25 per cent for those who accessed the e-mail on their iPhone, and in excess of 30 per cent for BlackBerry users.

Contributors:

Digital Marketing Innovation Manager :	Richard Bowden
Campaign Project Manager , Brand Communications:	Natasha House
Program Manager:	Pamela Monzey
Senior Creative Designer:	Elliot Ross

E-DIALOG

Location: USA