EMAIL SEGMENTATION + TARGETED CONTENT

Alaska guests’ needs vary significantly when it comes to travel priorities. However, in Alaska’s weekly Insider emails, all travelers were spoken to the same way. Our team developed a segmentation strategy using ThinkBig data, allowing us to tailor Insider content to guests’ past behaviors and key attributes. We also reduced the cadence from weekly to monthly.

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Results

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After a three-month A/B test, we found the dynamic emails drove:

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• 14% boost in click-through rate

• 17% higher revenue per email

• The most impact for high activity/luxury travelers