Best Airline Online Newsletter Campaign

Air Canada’s webSaver was re-designed to achieve two traditional business goals: increase customer retention and activity. The re-design also aimed at a time-honored marketing goal: “bring a key brand message to life”. To achieve all three goals, Air Canada took a bold three-pronged approach: 1) Target product offerings for each subscriber. 2) Provide each subscriber with control to define key elements of their user experience. 3) Maintain an ongoing dialogue with subscribers to learn and adapt to their evolving preferences. With this approach, Air Canada demonstrated its commitment to providing subscribers with the most relevant information. Air Canada anticipated that subscribers would respond to webSaver®’s increased relevance by actively engaging in the newsletters. As a result, Air Canada aggressively targeted: 1) A 20% reduction in the number of unsubscribes (a measure of customer retention); 2) A 10% increase in clickthroughs over a period where activity is typically low (an indicator of customer activity); and 3) Implementation of customer-driven choices (demonstration that brand messages were being put into practice).

Contributors:

Manager, Mktg Communications:	Mark Sniderman
Manager, eCRM:	Marc Constantineau
Creative Director:	John Vavaroutsos
Production Manager:	Gail Forrester
Manager, Development:	Denis Chernyavsky
Account Manager:	Lisa Kupovetsky

THINDATA

Location: Canada