Email marketing

Sun Country Airlines

Summary

We reached highly targeted consumers interested in travelling to America and designed a series of eye-catching emails supported by split-tested landing pages to build a new database.

Background

Working with Cellet Travel Services Dot Tourism were asked to implement an email marketing strategy for Sun Country Airlines to promote the launch of their new route flying into London Gatwick from Minneapolis St Paul, USA.

As they had not previously marketed to the UK there was no existing database so a key element of the campaign was research and purchase a suitable mailing list and capture data for use in future campaigns.

Results

As the recipients had no previous knowledge of the brand it was important that the email itself was eye-catching with a strong, clear message and call to action. We designed a series of HTML emails counting down to the launch of the new service. The emails were tested for compatibility in 29 different browser / email client combinations to ensure that the message was seen as intended for all recipients. This was especially important as this was their first introduction to the brand. View a screenshot of the first email of the campaign.

Readers were encouraged at several points throughout the email to sign up for further information to allow us to start to build up a UK database for Sun Country Airlines. We set up landing pages where we performed split testing to help us maximise conversions. This allowed us to trial different information on the landing pages to test a number of variants constantly refining the optimisation. Find out more on our blog about how we use split testing on landing pages.

The results were very positive with the first email achieving an open rate of 28.34% and a click through rate of 16.73% (against an advised average for the list rental of 8-10% open rates and 1-2% click through rates).  The email creative was effective at driving visitors through to the optimised landing pages, with a database sign up conversion rate of 8.62%.