Nuts & Bolts - Case Study: CheapAir Customers Stay on Board With Email
Email is the No. 1 channel CheapAir uses to retain customers, according to Samson. Since adding the new ESP, sales credited to that customer segment grew 112 percent from the first half of 2011 to the first half of 2012. That happened because CheapAir grew its subscriber base by 500,000 during that timeframe, or nearly 50 percent.
CheapAir's marketing team pays attention to when customers open emails and sometimes even chooses to lower the volume of emails and slow down delivery to achieve optimal results—using only a small percentage of the new email system's throughput capabilities. And now, the lights don't figuratively dim because the ESP servers are offsite.
"Now we work like clockwork," Samson says. "And, beyond that, we're also testing and optimizing things like when we send our messages and are able to tell through the analytics and data that we have. Not only do we get the message out when we want to get it out, but we are also sending at more optimal times based on the data that we have."
Monthly deliverability percentages now average in the high 90s, but there's no old data to use for comparison, Samson points out.
Thanks to these changes, Samson is able to look to the future so that CheapAir can again be ahead of its time—and even ahead of its customers' final purchasing decisions.
Samson wants to pursue predictive modeling. "I think that there are ways we can look at our information and our communications and not only segment, but start to become predictive of what customers want and need and to meet that, even before we've had the customer express that. So that would be the dream and, I think, the direction we will be going."