Aaron Stash

There’s something refreshing—even uplifting—about receiving a direct mail package that speaks to you. When you pull that rare package from the mailbox that hits all the right buttons, for a moment, it makes you feel as though you are the only person it was destined for. Knowing its Mileage Plus members well enough to make this special connection is, perhaps, the easy part for United Airlines, which keeps a comprehensive database that allows it to do just that. What takes its highly customized newsletter to the next level, however, is how the airline takes that information and uses it to figure out what its

There’s something refreshing—even uplifting—about receiving a direct mail package that speaks to you. When you pull that rare package from the mailbox that hits all the right buttons, for a moment, it makes you feel as though you are the only person it was destined for. Knowing its Mileage Plus members well enough to make this special connection is, perhaps, the easy part for United Airlines, which keeps a comprehensive database that allows it to do just that. What takes its highly customized newsletter to the next level, however, is how the airline takes that information and uses it to figure out what its members

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