Copa Airlines email marketing Design
Overview
Copa Airlines is an International airlines dedicated to provide airline services of the highest quality, to North America, South America, Central America and the Caribbean. The Airlines has a database of more than 4 million emails.
Email marketing is the third most successful sales strategy of the Digital Marketing department, after SEM and social media. Research of the email marketing journey was conducted and an email automation program put in place as well a new UI design for the email’s.
Role
Brand Strategy, Identity Design, Research, User Experience Design, User Interface Design, Copywriting.
2014 - 2016
Defining the problem
Booking a vacation can be a fun and exciting experience. But it can also require a lot of research and planning on the traveler’s part. Who do I want to go with? Where am I going to go? When can I go? How can I get there? What are the best hotel accommodations in the area? It’s a lot to think about…
Today’s consumers respond differently to email. they prefer to read them on their smartphones and then perform follow-up activities, like purchases, on their tablet or laptop. And they expect emails to be visually attractive and easy to read on each device.
Personas
Understanding travellers state of mind and specific pain points.
User Journey map
94% of leisure travellers switch between devices as they plan or book a trip.
The Product vision
Put simply, it’s sending the right message, to the right person, at the right time - automatically.
1. Welcome programs
2. Transactional programs
3. Post-purchase programs
4. Abandoned cart programs
5. Abandoned browsing programs
6. Customer retention programs
7. Recommendation and upsell programs
8. Lost customer programs
9. Date driven programs
The experience
The timing of an email message makes all the difference between relevance and irrelevance. A welcome email after joining a loyalty program, a follow-up message after cart abandonment or a thank-you email after making an online purchase—triggered messages like these allows us to react in real time to key moments in the customer lifecycle.
UI Design
Results and takeaways
1. Click rates increased by 20%
2. We saw a 15% conversion rate on our abandoned cart program
3. A 5% increase in customer retention yields profit
4. Post-sale transactional emails have the highest customer engagement of any communication
5. More than 80% of customers spend more than 10 seconds reading the email
Central to these approaches is a deep customer knowledge that gives the necessary insight to serve users what they want, when they want it, on the device they’re on, wherever they are. Such highly relevant emails find themselves welcome in inboxes far and wide.
As time goes on, expect email marketing to reveal new, innovative ways to use this proven channel and take advantage of advances in technology and shifts in the digital landscape.
