Come Fly With Us… Later

Door Niels van Meerte Janse, 19 september 2009 Come Fly With Us… Later

Jet Blue sent me a new campaign this week. In essence they asked IF I was going to be traveling during a certain time frame (I was) to take advantage of a discount for future bookings. Great idea but a tricky deal with the understanding that they will need to remind me and get me to convert at a later point in time.

So I took the bait and went to the landing page… did they capture that action then to re-target me? I completed the form and got the thank you page. Done. But did that go to a new list, new campaign, or flag me as someone that they will need to target down the road during this time window?

My other questions were around the idea of IF they do target me, will they have a system that is smart enough to remove me IF I convert during this time window? I hope to see and will share the results.

The other thought that came to mind is how this could work for other brands. Think about this… let’s say that you are in the market for a car. You let me know that you MIGHT be interested in buying a new car in 1-3 months, 3-6 months or 6-12 months. So what, as a brand, do I do with this data? Do I think about all the ways that I could incent you as new offers or programs go live? Do I tempt you with the inventory I am clearing out? OR do I focus on brining you in closer to me as a brand and help you get to know my cars better? They are all options if you were trying to guess.

I think that this type of campaign could be used an a myriad of different product types. It is a smart idea and now I just need to sit back and see if they will do something smart with hand that I just raised. Happy Jetting.

From: The Email Wars

Come Fly With Us… Later

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