United Airlines has recently launched an innovative SMS marketing campaign aimed at enhancing customer engagement through personalized and timely communications. This new approach seeks to reach a broader audience, including both frequent and infrequent flyers, beyond its existing base of MileagePlus members.
Introduction of SMS Marketing Campaign
Launch and Initial Success
In April, United Airlines introduced a dynamic new marketing channel utilizing SMS to reach customers directly with personalized content. By focusing on individual engagement, the airline aims to deliver timely and relevant information that resonates with its audience. In just a few months, the campaign has already amassed an impressive 70,000 subscribers, showcasing its early success and hinting at its potential for further growth.
These SMS communications are distinct from the operational messages customers typically receive, as they are sent from different numbers and concentrate on marketing content specifically. This separation ensures that marketing messages stand out and do not get lost amid operational notifications. It helps create a dedicated space where passengers can look forward to receiving United’s special offers and promotions without any confusion.
Purpose and Strategy
The primary goal of the campaign is to effectively communicate with both current MileagePlus members and non-members, potentially recruiting the latter into the MileagePlus program. United Airlines has strategically emphasized a no-spam approach, ensuring that its communications are valued rather than seen as a nuisance. Messages are sent approximately every two weeks, balancing frequency with value to prevent overwhelming customers.
By providing value-driven content, such as special deals and exclusive previews, the airline maintains relevance and importance in each message. The messages are crafted to have a playful and engaging tone, often incorporating GIFs to keep the content light-hearted and appealing. This creative approach aims to foster a positive relationship with customers, encouraging higher engagement and fostering loyalty.
Campaign Initiatives and Achievements
Reaching Non-Members
For the first time, United Airlines can directly notify non-MileagePlus members about promotions and deals. This significant expansion allows the airline to tap into a broader audience, increasing the potential for new memberships and enhanced customer engagement. By reaching non-members, United can communicate the benefits of their services to a previously untapped segment, potentially converting them into loyal customers.
This direct communication with non-members signifies a strategic shift in how the airline approaches potential customers. Rather than relying solely on traditional marketing channels, United is leveraging the personalized and direct nature of SMS to create immediate and impactful connections. These efforts underscore the importance of innovative marketing strategies in broadening customer bases and deepening engagement.
Managing Frequency and Content
United Airlines carefully manages the frequency of its messages to ensure that customers do not feel bombarded or overwhelmed. By spacing out messages to every two weeks, the airline strikes a balance that maintains customer interest while avoiding the pitfalls of excessive communication. This thoughtful pacing is crucial in preserving a positive customer experience and ensures that the content feels valuable and timely.
The engaging content, often playful and enriched with multimedia elements such as GIFs, helps maintain customer interest and positively impacts open and click-through rates. By tailoring the tone and style of messages, United ensures that each communication stands out and resonates with its audience. This approach not only enhances engagement but also builds a stronger connection between the airline and its customers, leading to higher satisfaction and loyalty.
Specific Campaign Example – “Week of Deals”
Daily Discounts and Early Access
During the “Week of Deals” campaign, United Airlines sent daily emails to SMS subscribers, offering discounts on surprise destinations each day. This campaign was designed to generate excitement and anticipation among subscribers, providing them with an element of surprise that encouraged daily engagement. Subscribers to the SMS channel received early access to these deals, adding an exclusive benefit for those who opted in.
The destinations featured in the campaign included a range of premium locations such as Australia, Taiwan, Tahiti, and Hong Kong. By offering discounts on these desirable destinations, United effectively captivated their audience, demonstrating the value of subscribing to the SMS channel. This exclusivity and early access element proved to be a significant driver of engagement and satisfaction among participants.
Metrics and Success
The success of the “Week of Deals” campaign was evident in the metrics, with United Airlines gaining more than 30,000 new subscribers before the campaign commenced. This impressive growth in subscribers highlights the campaign’s ability to attract new customers and expand United’s reach. Additionally, the click-through rate for SMS was reported at approximately 25%, which is significantly higher than the average email campaign click-through rate of 2%.
These high engagement rates underscore the effectiveness of the SMS marketing approach. By delivering timely, relevant, and personalized messages, United has been able to foster a deeper level of interaction with its audience. The success of this campaign not only highlights the benefits of SMS marketing but also sets a precedent for future initiatives, proving that well-executed strategies can yield substantial results.
Future Campaign Plans
Expanding SMS Marketing Efforts
United Airlines plans to continue expanding its SMS marketing efforts, building on the success of its initial campaigns. Upcoming initiatives include playful quizzes, milestone recognition, SMS-exclusive offers, and more personalized content designed to keep subscribers engaged. By constantly evolving and introducing new elements, the airline aims to maintain high levels of interest and interaction.
These future plans focus on creating a dynamic and engaging SMS experience for subscribers. By incorporating diverse content such as quizzes and recognition milestones, United can offer a richer and more interactive experience. This variety ensures that subscribers remain engaged and look forward to receiving each message, strengthening their connection with the airline.
How to Subscribe
To subscribe to United’s SMS marketing campaign, customers can easily opt-in through the airline’s website or during the booking process. Once subscribed, they will begin receiving personalized and timely updates tailored to their travel preferences. The ease of subscription and the value offered make this campaign an attractive option for travelers looking to stay informed about United Airlines’ latest offers and promotions.
By moving past traditional email marketing, the airline is ensuring that its passengers receive real-time notifications, enhancing their travel experience. United’s strategy reflects a broader trend in the airline industry towards adopting more dynamic and direct channels of communication, ultimately aiming to foster a stronger relationship between the airline and its diverse customer base.
