New email system boosts conversions for Lufthansa

Lufthansa has introduced a tailored pre-flight email system in a bid to increase online bookings and recruits to its frequent flyer programme.
The German airline used specialist company Responsys to establish a platform to provide much more tailored customer communication and trigger emails.

Pre-flight emails are now automatically sent out a few days in advance to all passengers.

These contain the flight itinerary and additional information such as destination facts, weather forecast and relevant offers including car hire and hotel discounts.

Miles & More frequent flyer members are provided with additional details and tailored offers based on their account profile information.

The project resulted in a 60% unique open rate for an average of 100,000 pre-flight emails sent each week and a reduced unsubscribe rate of just 0.03%.

Lufthansa customer and market intelligence marketing manager Alexander Prinz said: “The airline industry is an incredibly competitive business. This drives us to always search for ways to improve customer retention and loyalty.

“Working with Responsys to integrate complex data sources and build a more dynamic pre-flight email programme, we have seen improvements in our conversion and email click-through rates.”

The delivery of more tailored communications to passengers is having a positive impact on the business, he added.


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