A major airline reaches out to its customers with an email that puts the focus on the right relationship.
Mailer Name: United Airlines
Date Emailed: February 25, 2017
United Airlines is the world’s third-largest carrier by revenue. And its large frequent flier program, MileagePlus, regularly promotes various offers to its members. Usually, they involve ways to earn or spend miles.
This email is different. Its subject line announces to the club member another intent. “A flying experience built around you.” More details come out in the pre-header text: “Gourmet meals, the latest movies, and more.”
When opened, the top of the email shows a flight attendant smiling at a passenger. “United puts you first,” reads the headline above it, with “you” emphasized.
Below the picture, a short paragraph addresses the flier by name. “We want every flight you take with United to leave you excited about your journey, and all those to come.”
United wants to hear questions and ideas from its members, it claims. A button lets them access “Airtime,” United’s site for providing feedback. Then below that, several sections highlight how the airline’s innovations create a better customer experience.
The first one, for example, uses bullet points to list 4 benefits of its upgraded fleet of planes. Another shows and describes how newly-designed sets make the flier more comfortable. And, one block briefly runs down the onboard entertainment options. It provides a call to action button to discover much more.
Finally, the bottom of the email endorses the United mobile app. It gives a few reasons for the member to download it. And, it makes it easy to do so by linking to Apple’s App Store and the Google Play Store.
The customer experience involves tangible benefits, like physical comfort, as much as financial ones.