AirTran Airways:
Using EnableMail to Entice Customers and Boost Online Ticket Sales
OPPORTUNITY
The airline industry is a highly competitive, service-oriented industry. In an attempt to lower costs, many airlines are using incentives to entice new and existing customers to both receive information and make ticket purchases online. As an industry leader, AirTran aimed to pioneer this effort. They chose EnableMail as the partner to help them meet their goals.
SOLUTION
Utilizing EnableMail's advanced email messaging software, AirTran established its Net Escapes program on their Web site. Through this program the airline began emailing weekly discounted fare notifications to their database of customers that chose to receive them. Upon receiving Net Escape emails, AirTran customers have been given an incentive to visit the AirTran Web site and make online purchases. In turn, the AirTran database of customers has grown from about 30,000 to over one million.
RESULTS
Utilizing EnableMail's advanced email messaging solution, AirTran now receives an industry leading 40% of its revenues from online ticket sales. By developing the Net Escapes program, EnableMail helped AirTran deepen its relationship with its existing customers as well as attract new customers. This initiative has been instrumental in increasing revenues for AirTran by driving traffic back to their site for online purchases.
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