Best Travel Email Message

The inventive stand-alone email was created to attract the attention of subscribers and increase open rates for the regular newsletter. Recipients were encouraged to provide personal data to receive targeted information and a surprise on their birthday. Recipients were segmented. If the birthday was already known, the banner for additional personal data was not displayed. The email was sent to customers whose first names were known to the Dortmund Airport. Based on the first name, each recipient received a personal Weather email, which contained a personalized image of his or her weather map. In addition, individual information such as the recipient's first name, information about the type of weather phenomenon, the date of its occurrence and the names of the previous and subsequent low- and high-pressure systems were integrated into the text of the email. The attention-grabbing subject line “Congratulations, you were on TV!” got open rates of 43.7%, a whole 75% higher than that of the regular newsletter. The email's click-through rate beat the newsletter by 88%! Despite fewer click options, 12% of all recipients did click in the email. 50% of those who clicked in the email then completed their personal data on the landing page. Over 95% of those who provided additional data filled in all requested data, provided their interests and complete physical postal address in addition to their date of birth. Moreover, an unusually high number of recipients responded to the email or even posted on Facebook about how much they liked the email.

Contributors:

Account Manager, rabbit eMarketing:	Katrin Foerster
Graphic Designer, rabbit eMarketing:	Vu Nghi Thai
Copywriter, rabbit eMarketing:	Torsten Burgmaier
Marketing & Sales, Dortmund Airport :	Tim Elsdoerfer

RABBIT EMARKETING GMBH

Location: Germany