Best Other Email Message

One of Cessna Aircraft Company’s numerous e-mail advertising campaigns incorporated techno-glitz photography of sophisticated executive jet cockpit instruments and a message clearly aimed at pilots to sell new Garmin G1000 avionics through the Cessna Citation Service Centers. Prospective customers targeted for this aviation electronics installation comprised a small group of 360 owners and operators of a specific model of the Citation business jet. The segmented emails were only sent to this small group. Since pilots are heavy influencers of the decision to upgrade cockpit capabilities, the repeated email messages and design were created to appeal to this specific group and the aircraft owners who have ultimate buying authority. Cessna tested the G1000 avionics campaign to determine effectiveness with prospective customers and repeated it once to the intended audience. The company analyzed the responses through specially assigned vanity numbers associated with the G1000 product offering. Cessna records, monitors and analyzes the calls. The designers and copywriters partnered on the creative to adopt the perspective of our intended audience to make sure the presentation resonated with customers and prospective customers. The Citation Service Center Marketing team directly attributes seven quote requests for the $2,695,000 G1000 upgrade to the email campaign in the first week following distribution.

Contributors:

Director of Sales and Marketing:	Kristin Guthrie
Marketing Manager:	Shane McCormick
Marketing Effectiveness Analyst:	Jennifer Glassner
Product Marketing Specialist:	Louis Brown
Marketing and Communications Supervisor:	Mitzie Hall

CESSNA AIRCRAFT

Location: US