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E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
E-dialog British Airways Mobilising Data
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E-dialog British Airways Mobilising Data

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  • 1. British Airways & e-Dialog Europe Mobilise Data<br />Providing First Class Service to Executive Club Members<br />© e-Dialog Inc. All Rights Reserved.<br />1<br />originally presented at The Data Marketing Show<br />27th June, 2011 <br />London, UK<br />
  • 2. 05/07/2011<br />2<br />© e-Dialog Inc. All Rights Reserved.<br />e-Dialog & British Airways<br />Objective & Challenge<br />Approach & Solution<br />Results<br />Future Campaigns<br />Itinerary<br />
  • 3. 05/07/2011<br />3<br />© e-Dialog Inc. All Rights Reserved.<br />e-Dialog Europe and British Airways: partners since 2006.<br />The British Airways Executive Club: launched in 1992.<br />e-Dialog Europe deployed hundreds campaigns for British Airways sending out millions of unique emails to British Airways customers and Executive Club members.<br />
  • 4. The British Airways Objective&The e-Dialog Challenge<br />05/07/2011<br />4<br />© e-Dialog Inc. All Rights Reserved.<br />
  • 5. 05/07/2011<br />5<br />© e-Dialog Inc. All Rights Reserved.<br />British Airways Objective<br />Improve the Executive Club Member Experience:<br />Accessibility<br />Convenience<br />Control<br />
  • 6. 05/07/2011<br />6<br />© e-Dialog Inc. All Rights Reserved.<br />E-Dialog Challenge<br />Increase awareness of the launch of the app <br />Encourage immediate download to correct platform<br />
  • 7. 05/07/2011<br />7<br />© e-Dialog Inc. All Rights Reserved.<br />E-Dialog Challenge: Two Hurdles<br />Solve the customer journey: from receiving the email to downloading the app<br />Deliver relevant emails: drive click-through to the correct app store <br />
  • 8. The Mobile Opportunity<br />05/07/2011<br />8<br />© e-Dialog Inc. All Rights Reserved.<br />Mobile phone penetration per population <br />6.9 Billion people<br />5.2 Billion mobile phones<br />
  • 9. The Approach&The Solution<br />05/07/2011<br />9<br />© e-Dialog Inc. All Rights Reserved.<br />
  • 10. The e-Dialog Solutions Approach<br />05/07/2011<br />10<br />© e-Dialog Inc. All Rights Reserved.<br />
  • 11. 05/07/2011<br />11<br />© e-Dialog Inc. All Rights Reserved.<br />Jumping the hurdles using historical data<br />Deliver relevant emails: drive click-through to the correct app store <br />Identify those who previously opened emails on smartphone<br />Determine which smartphone platform they are using<br />Design campaigns with the entire customer journey in mind<br />
  • 12. Using historical data to create solutions<br />Standard process: automatically track devices used to open emails = a history of interactions<br />Combination of user agent query and proprietary database code = segmentation<br />Leverage a database of device platforms and specs = highly targeted<br />05/07/2011<br />12<br />© e-Dialog Inc. All Rights Reserved.<br />
  • 13. 05/07/2011<br />13<br />© e-Dialog Inc. All Rights Reserved.<br />Jumping the hurdles using historical data<br />Solve the customer journey: from receiving the email to downloading the app<br />4 different creative designs and 4 distinct email templates<br />iPhone, Android, Blackberry & Desktop (Windows 7)<br />Easy navigation, readability and included a clear CTA<br />Device specific links through to the relevant app store<br />
  • 14. Standard email, but only 450 pixels wide<br />Ensuring desktop emails render on mobile phones<br />
  • 15. Standard email, now optimised for mobile<br />CTA<br />CTA<br />
  • 16. Optimised for mobile<br />Header: Optimised for iPhone – click through to read desktop version in browser<br />Relevance: Official “Available in the App Store” icon to reinforce iPhone relevance <br />CTA: click through directly to app page in the store from within iPhone<br />Below the fold: optimised, easy to read copy.<br />1<br />2<br />3<br />4<br />
  • 17. Optimised for mobile<br />5<br />App features and functions<br />CTA: large red button follows the established convention for BA CTAs<br />Membership Number: included in the email & optimised for cut and paste<br />Demo site: button to take user to demo site<br />Proper communications: One Word Identification & T&Cs<br />6<br />7<br />8<br />9<br />
  • 18. Results<br />05/07/2011<br />18<br />© e-Dialog Inc. All Rights Reserved.<br />
  • 19. The overall campaign results<br />05/07/2011<br />19<br />© e-Dialog Inc. All Rights Reserved.<br />More than 70,000 clicks to www.BA.com/apps<br />Generated more than double the targeted number of downloads<br />Open rates for mobile devices far exceeded opens for desktop versions; +50%for iPhone and Android devices. <br />Click-through rate of 25% on emails accessed on iPhones & +30% for BlackBerry users. <br />
  • 20. Ready for Takeoff - Future Email Tactics<br />Continue to use mobile device data insight: <br />Create business rules to determine appropriate version to send<br />Global rollout of email campaign (app launch)<br />Create mobile versions of all large tactical campaigns <br />Continued promotion of app adoption in mobile versioned emails<br />
  • 21. A Winning Campaign<br />

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