How Frontier Airlines Improved Email Conversion by 90% by Displaying Real-time Fares

+90%

CONVERSIONS

+40%

CLICK THROUGH RATE

How Frontier Airlines Improved Email Conversion by 90% by Displaying Real-time Fares

+90%

CONVERSIONS

+40%

CLICK THROUGH RATE

Frontier Airlines wanted to see if real-time fares in email would have a significant impact on their Click Through Rate (CTR) and conversion rate. Using the real-time fare and flight information from EveryMundo’s FareWire combined with the dynamic email capability of Movable Ink, they were able to send emails with relevant low fares to travelers.

The emails with real-time, relevant fares saw a 90% increase in conversion rate and a 40% increase in CTR.

“When we first started this process, we wanted to know whether dynamic pricing improves engagement rate, conversion rate, any of those things, more than a static price? The answer was absolutely yes. When we use the dynamic pricing in emails we saw a 90% lift in conversion and a 40% lift in click through rate.”

Josh Raskin

Email Marketing Manager, Frontier Airlines

“When we first started this process, we wanted to know whether dynamic pricing improves engagement rate, conversion rate, any of those things, more than a static price? The answer was absolutely yes. When we use the dynamic pricing in emails we saw a 90% lift in conversion and a 40% lift in click through rate.”

Josh Raskin

Email Marketing Manager, Frontier Airlines

Watch Frontier Airline’s Case Study

Challenge

Frontier Airlines had been using a manual “batch and blast” strategy in which emails included one offer and one set of content for the entire email list. Frontier worked to customize audiences and make sure that people who might be interested in an offer received it, but it was a one-size-fits-all approach for email content.

Frontier wanted to see if real-time fares in email would have a significant impact on their Click Through Rate (CTR) and conversion rate.

Solution

Using the real-time fare and flight information from EveryMundo’s FareWire combined with the dynamic email capability of Movable Ink, they were able to send emails with relevant low fares to travelers.

Movable Ink turns data into personalized content in any customer engagement and can enable emails with dynamic content that updates on each open. With the fare and flight information from EveryMundo, Movable Ink could integrate flight data that would constantly be updated as fares changed in real-time. This ensured end users were not seeing old fare information that was no longer available to book.

The fare content in emails was personalized based on each customer’s home airport via geolocation. Additionally, any information the end user had shared with Frontier about their travel preferences could also be integrated to ensure customers always see accurate and relevant fares they are interested in.

Once customers clicked through the email offer, they were brought to an airTRFX landing page where the fare advertised to them was available. All airTRFX pages are updated with fares in real-time, ensuring that fares in the emails are accurate. 

 

Results

The personalized email campaign improved CTR and Conversions, proving that having relevant real-time fares in email increased the number of users clicking through to landing pages where they could complete their booking. The automation in the campaign saved the Frontier email marketing team time and effort by making it easy to send personalized, dynamic information in every communication.

The emails with real-time, relevant fares saw a 90% increase in conversion rate and a 40% increase in CTR.

Now, the primary email offer is a real-time fare based on the receiver’s origin and preferences.

Ready to grow your direct channel?

Ready to grow your direct channel?