Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

So What’s the Big Problem with Frequency and Reach Campaigns?

Maybe they make money in the short-term, but they sabotage long-term relationships by ignoring the opportunity to talk to the appropriate individual about the appropriate things. In Chapter 2, we didn’t do lessons in short-term customer value. No, we did five lessons on customer Lifetime Value. Too often, frequency and reach campaigns reach near-term goals at the expense of long-term relationships.

How can airlines improve their campaigns? (Okay, I know I’m picking on airlines here. But they are an easy target, because they strike me as one of the industries most afraid of having a real relationship with their customers. And they have a lot of potential for improvement due to the nature of dependency that frequent flyers have on them to fulfill a need). Here are my suggestions for how airlines can improve their email marketing efforts. What suggestions would you add to the list? Which of these strategies might work for your email marketing program?

How to Improve Airline Emails

• Send me trips that depart from where I actually live. Enough already with the weekend getaways and Thursday specials that I can’t use. You know where I live (Indianapolis), so how about an email with a special deal from the Indianapolis airport to Cancun, rather than Los Angeles to Cancun? Or even worse, I’ve seen deals from El Paso to Kansas City!

  Imagine if airlines only spoke when they had something relevant to say. Sure, we might talk less ...