Air Asia Case Study - Formula to increase open rates by 87%

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3 Point strategy of Email Personalization, Engagement & Subject line strategy To increase visibility in the inbox helps Air Asia achieve above industry open rates of 28%

Marketing

The right formula to increase open rates by 87%
A case study on how AirAsia achieved above industry benchmarks for Open rates
CASE STUDY OF AIRASIA
@SitaSpeaks

Personalization Engagement Subject line
testing
87% higher
open rate
AirAsia achieved average open rate of 28% in the three quarters of 2014, which is 87% higher than the open rate for travel industry
Open rate for travel industry is 15% (Digital Marketing 2014 report)
CASE STUDY OF AIRASIA
@SitaSpeaks

Email Personalization strategy
To build relevancy and emotional connect with subscribers
CASE STUDY OF AIRASIA
@SitaSpeaks

Indonesian
Open rate: 34.51%
Chinese
Open rate: 40.6%
English
Open rate: 31.52%
Thai
Open rate: 27.57%
Malaysian
Open rate: 24.67%
Multilingual strategy for welcome series
Perfecting the virtual handshake by sending welcome emails in customer’s native language
PERSONALIZATION
CASE STUDY OF AIRASIA
@SitaSpeaks

Sent to Men
Open rate: 14.19%
Click rate: 1.5%
Click to Open rate: 10.6%
Sent to Women
Open rate: 13.51%
Click rate: 1.5%
Click to Open rate: 11.45%
Subject line: <NAME>, Create new experiences with AirAsia BIG!
PERSONALIZATION
Personalizing the customer experience, automatically
Dynamic content to send highly personalized communication based on subscriber attributes
CASE STUDY OF AIRASIA
@SitaSpeaks

Engagement strategy
Keeping customer at the forefront
CASE STUDY OF AIRASIA
@SitaSpeaks

Subject line: <NAME>,get even more because it's your birthday!
Open rate: 55.04%
Click rate: 12.68%
Click to Open rate: 23.04%
ENGAGEMENT
Birthday mailers to get customer attention and email opens
Surprising customers with additional points on their Birthday scored high on the engagement metrics
Open rates for Birthday mailers were over three times higher than
the standard open rate
CASE STUDY OF AIRASIA
@SitaSpeaks

Loyalty Program
Open rate: 51.9%
Click rate: 8.52%
Click to Open rate: 16.4%
ENGAGEMENT
Capturing subscriber attention with contest
Adding fun element with contest to increase engagement leading to conversions
Subject line: 10 Million BIG Points to be Won! Take part now.
CASE STUDY OF AIRASIA
@SitaSpeaks

Subject line strategy
To increase visibility in the inbox
CASE STUDY OF AIRASIA
@SitaSpeaks

SUBJECT LINE
TESTING
A/B TESTING PERFORMED ON SUBJECT LINE
SUBJECT LINE A SUBJECT LINE B
Fly for free with The Economist with up to
25,000 BIG Points up for grab..
Fly for free with The Economist.
Open Rate: 7.90% Open rate: 16.1%
Click Rate: 0.5% Click rate: 0.8%
Winner campaign B sent to the remaining subscriber base achieved
an open rate of 15.76% and click rate of 0.98%
Testing subject lines to gauge subscriber behavior
Short and crisp subject lines less than 50 characters showed better engagement and response
CASE STUDY OF AIRASIA
@SitaSpeaks

Conclusion
Personalization, Engagement and Subject line testing
helped AirAsia achieve above industry open rates of 28%
CASE STUDY OF AIRASIA
@SitaSpeaks

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@SitaSpeaks

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Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement. Key Takeaways: 1. Effective techniques to increase your brand's visibility across various online platforms. 2. Strategies for optimizing social media profiles and content to maximize reach and engagement. 3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.

Growth Marketing in 2024 - Randy Rayess, Outgrow

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

Efficient Website Management for Digital Marketing Pros

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Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Gokila digital marketing| consultant| Coimbatore

dmgokila

Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Breaking Silos To Break Bank: Shattering The Divide Between Search And Social

Navah Hopkins

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SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

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Air Asia Case Study - Formula to increase open rates by 87%

1. The right formula to increase open rates by 87% A case study on how AirAsia achieved above industry benchmarks for Open rates CASE STUDY OF AIRASIA @SitaSpeaks

2. MALAYSIA SINGAPORE PHILIPPINES INDONESIA THAILAND Email marketing strategy for AirAsia across multiple markets CASE STUDY OF AIRASIA @SitaSpeaks

3. Personalization Engagement Subject line testing 87% higher open rate AirAsia achieved average open rate of 28% in the three quarters of 2014, which is 87% higher than the open rate for travel industry Open rate for travel industry is 15% (Digital Marketing 2014 report) CASE STUDY OF AIRASIA @SitaSpeaks

4. Email Personalization strategy To build relevancy and emotional connect with subscribers CASE STUDY OF AIRASIA @SitaSpeaks

5. Indonesian Open rate: 34.51% Chinese Open rate: 40.6% English Open rate: 31.52% Thai Open rate: 27.57% Malaysian Open rate: 24.67% Multilingual strategy for welcome series Perfecting the virtual handshake by sending welcome emails in customer’s native language PERSONALIZATION CASE STUDY OF AIRASIA @SitaSpeaks

6. Sent to Men Open rate: 14.19% Click rate: 1.5% Click to Open rate: 10.6% Sent to Women Open rate: 13.51% Click rate: 1.5% Click to Open rate: 11.45% Subject line: <NAME>, Create new experiences with AirAsia BIG! PERSONALIZATION Personalizing the customer experience, automatically Dynamic content to send highly personalized communication based on subscriber attributes CASE STUDY OF AIRASIA @SitaSpeaks

7. Engagement strategy Keeping customer at the forefront CASE STUDY OF AIRASIA @SitaSpeaks

8. Subject line: <NAME>,get even more because it's your birthday! Open rate: 55.04% Click rate: 12.68% Click to Open rate: 23.04% ENGAGEMENT Birthday mailers to get customer attention and email opens Surprising customers with additional points on their Birthday scored high on the engagement metrics Open rates for Birthday mailers were over three times higher than the standard open rate CASE STUDY OF AIRASIA @SitaSpeaks

9. Subject line: Give us a like and we'll give you BIG Points Open rate: 21.97% Click rate: 6.6% Click to Open rate: 30.09% Result: Received 5000 facebook likes from this campaign ENGAGEMENT Extending conversations with the customer Encouraging subscribers to connect with the brand on facebook to create an all round experience CASE STUDY OF AIRASIA @SitaSpeaks

10. Loyalty Program Open rate: 51.9% Click rate: 8.52% Click to Open rate: 16.4% ENGAGEMENT Capturing subscriber attention with contest Adding fun element with contest to increase engagement leading to conversions Subject line: 10 Million BIG Points to be Won! Take part now. CASE STUDY OF AIRASIA @SitaSpeaks

11. Loyalty Program Open rate: 51.9% Click rate: 8.52% Click to Open rate: 16.4% ENGAGEMENT Capturing subscriber attention with contest Adding fun element with contest to increase engagement leading to conversions Subject line: 10 Million BIG Points to be Won! Take part now. Video in email helped improve engagement further CASE STUDY OF AIRASIA @SitaSpeaks

12. Subject line strategy To increase visibility in the inbox CASE STUDY OF AIRASIA @SitaSpeaks

13. SUBJECT LINE TESTING A/B TESTING PERFORMED ON SUBJECT LINE SUBJECT LINE A SUBJECT LINE B Fly for free with The Economist with up to 25,000 BIG Points up for grab.. Fly for free with The Economist. Open Rate: 7.90% Open rate: 16.1% Click Rate: 0.5% Click rate: 0.8% Winner campaign B sent to the remaining subscriber base achieved an open rate of 15.76% and click rate of 0.98% Testing subject lines to gauge subscriber behavior Short and crisp subject lines less than 50 characters showed better engagement and response CASE STUDY OF AIRASIA @SitaSpeaks

14. Conclusion Personalization, Engagement and Subject line testing helped AirAsia achieve above industry open rates of 28% CASE STUDY OF AIRASIA @SitaSpeaks

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