E-dialog British Airways Mobilising Data

British Airways & e-Dialog Europe Mobilise Data
Providing First Class Service to Executive Club Members
© e-Dialog Inc. All Rights Reserved.
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originally presented at The Data Marketing Show
27th June, 2011
London, UK

05/07/2011
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e-Dialog & British Airways
Objective & Challenge
Approach & Solution
Results
Future Campaigns
Itinerary

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e-Dialog Europe and British Airways: partners since 2006.
The British Airways Executive Club: launched in 1992.
e-Dialog Europe deployed hundreds campaigns for British Airways sending out millions of unique emails to British Airways customers and Executive Club members.

The British Airways Objective&The e-Dialog Challenge
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British Airways Objective
Improve the Executive Club Member Experience:
Accessibility
Convenience
Control

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E-Dialog Challenge
Increase awareness of the launch of the app
Encourage immediate download to correct platform

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E-Dialog Challenge: Two Hurdles
Solve the customer journey: from receiving the email to downloading the app
Deliver relevant emails: drive click-through to the correct app store

The Mobile Opportunity
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Mobile phone penetration per population
6.9 Billion people
5.2 Billion mobile phones

The Approach&The Solution
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The e-Dialog Solutions Approach
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Jumping the hurdles using historical data
Deliver relevant emails: drive click-through to the correct app store
Identify those who previously opened emails on smartphone
Determine which smartphone platform they are using
Design campaigns with the entire customer journey in mind

Using historical data to create solutions
Standard process: automatically track devices used to open emails = a history of interactions
Combination of user agent query and proprietary database code = segmentation
Leverage a database of device platforms and specs = highly targeted
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Jumping the hurdles using historical data
Solve the customer journey: from receiving the email to downloading the app
4 different creative designs and 4 distinct email templates
iPhone, Android, Blackberry & Desktop (Windows 7)
Easy navigation, readability and included a clear CTA
Device specific links through to the relevant app store

Standard email, but only 450 pixels wide
Ensuring desktop emails render on mobile phones

Standard email, now optimised for mobile
CTA
CTA

Optimised for mobile
Header: Optimised for iPhone – click through to read desktop version in browser
Relevance: Official “Available in the App Store” icon to reinforce iPhone relevance
CTA: click through directly to app page in the store from within iPhone
Below the fold: optimised, easy to read copy.
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Optimised for mobile
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App features and functions
CTA: large red button follows the established convention for BA CTAs
Membership Number: included in the email & optimised for cut and paste
Demo site: button to take user to demo site
Proper communications: One Word Identification & T&Cs
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Results
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The overall campaign results
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More than 70,000 clicks to www.BA.com/apps
Generated more than double the targeted number of downloads
Open rates for mobile devices far exceeded opens for desktop versions; +50%for iPhone and Android devices.
Click-through rate of 25% on emails accessed on iPhones & +30% for BlackBerry users.

Ready for Takeoff - Future Email Tactics
Continue to use mobile device data insight:
Create business rules to determine appropriate version to send
Global rollout of email campaign (app launch)
Create mobile versions of all large tactical campaigns
Continued promotion of app adoption in mobile versioned emails

A Winning Campaign

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E-dialog British Airways Mobilising Data

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