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Jetblue Reroutes Travellers into Abandoned Carts

JetBlue strives to make every onboard customer experience as simple and as pleasant as possible. This philosophy doesn’t just apply on board; it extends across the entire business, including the company’s direct marketing strategy. JetBlue 3

To ensure they are creating long-term customer relationships JetBlue subscribes to a customer lifecycle marketing strategy.

Part of this approach includes reaching out to customers who have abandoned a purchase during the online booking process.

“We want to remain as innovative as possible while serving customers relevant content,” shared Danielle Compitello, email marketing manager for JetBlue, on why the low-cost airline carrier implemented a program to reach out to customers who did not complete
their purchase.

Re-engaging Potential Travelers

Working together e-Dialog and JetBlue developed an Abandoned Shopping Cart automated trigger to reconnect with potential travelers who left JetBlue.com during the purchase process.

Using web analytics from Omniture, e-Dialog receives six daily feeds and automatically triggers a message to potential travelers who left the site at the payment, seat selection, or flight selection pages, for example.

Based on information available recipients receive one of four email versions, depending on if the recipient is part of JetBlue’s TrueBlue loyalty program and whether or not final destination data is available. If final destination is available the destination searched is custom published into the subject line and body of the message to create an additional element of relevance.

“The messages encourage recipients to revisit JetBlue.com, without seeming too big brother like,” shares Danielle.

Non-Stop Results

JetBlue 2Since implementing the Abandoned Shopping Cart automated trigger JetBlue has seen sky-high results. When compared to standard JetBlue promotional mailings the Abandoned Shopping Cart trigger receives open rates 2.5 times higher and click rates 2.7 times higher. Furthermore, the timing of this message has seemed to resonate with recipients as dollars per delivered from this message is 17.4 times higher than standard JetBlue promotional mailings.

Based on the success of this campaign JetBlue plans to further extend the program by incorporating different messages based on the drop-off point.JetBlue

“For example, if a site visitor abandons at the seat selection page perhaps we can offer them more leg room or an upgrade to priority boarding,” continues Danielle. “The Abandoned Shopping Cart message proves to us that incorporating relevance factors, even if it is only in a small way, is very
effective.”

The JetBlue automated trigger is sent out when customers leave JetBlue.com during the purchase process. Recipients receive one of
four email versions, depending on if the recipient is part of JetBlue’s TrueBlue loyalty program and whether or not final destination data is available.

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