Checking my email last night I noticed some ingenious, personalized email marketing campaigns that I think more businesses should consider (including my own). I felt the need to share these as case studies. There’s a lot to cover, so I’ll split them up. Hopefully I can continue to do these case studies to give props to what works in marketing and why.
The Company: Expedia.com: I’ve always had great service and luck with Expedia
, so they’re my go-to travel site when referencing flight prices, hotels, etc.
The User History: a few days ago I booked a cruise vacation with some friends out of Port Canaveral, 60 minutes or so outside of Orlando. The trip isn’t for almost a full year, so I wanted to just get an idea of flight prices from Oakland to Orlando. I headed over to Expedia to just check out the price ranges and get a feel for how much I’ll have to put aside for a flight. Since the trip is next February, I don’t plan on actually making this purchase until sometime this summer or next fall.
The Subject Line: Find your flight to Orlando backed by our Best Price Guarantee.
The E-Mail:
The Effectiveness: It’s directing a sale that they’re already running to me, a person who has already shown that they are interested in this particular destination. The email contains just enough text to show that it’s paid attention to my user habits and is offering it’s help without trying to make a super hard sale. The links are targeted and there’s not much in the email that’s off topic (see the Seattle to San Francisco rates in the yellow box – unrelated but I don’t blame them for throwing it out there). I do acknowledge that this may be a total coincidence that I happened to be in the market for a flight to Orlando and this routine email may just be perfectly timed, but at least it shows that they do know their audience.
The Result: I honestly think that I may be a bit more likely to make this purchase sooner than I had anticipated because of this email. I am a little bummed that the sale advertised doestn’t lower the price any more than I’d already found on the website (which was probably a sale price in the first place). I will definitely keep an eye out in regards to their Best Price Guarantee, a service that I never realized they offered until receiving the email.
So in conclusion, email marketing can be effective, even when sending to other marketers. It’s always a great learning experience to pay attention to the emails you get and think to yourself, “What can I learn from this?” and apply what you’ve learned to your own job. It’ll improve your performance and you’ll be better off.
