Success story: EL AL Airlines
The challenge
Established in 1948, EL AL Airlines is the national airline of Israel and a prestigious international carrier. EL AL Airlines was ranked by IATA as one of the world's 3 most efficient air carriers. The company has a vast global coverage, supported by an international network of 77 sales offices.
EL AL Airlines was interested in expanding its online promotional operations. The company has come to realize that thousands of emails sent daily by its employees worldwide, enjoying recipients' full attention at a 100% open rate, are in fact an ideal media channel. Still, different needs and interests had dictated an almost surgical approach. Precise segmentation became the real challenge.
The solution
A demonstration pilot of Impactia Intelligent Email™ was carried out in order to evaluate system performance under specific requirements. Soon after successfully passing the comprehensive compatibility tests, the outgoing emails were enriched and the system became operational.
The service provides EL AL Airlines with targeted messaging, segmented according to geography, language, and unique customer groups (i.e. business and frequent flyer).
EL AL Airlines' managers were stunned at the high exposure and click-through rates as reflected through positive feedback from the recipients.
According to Amit Livni, Marketing manager at EL AL Airlines: "We knew that the business connections of our 5,000 employees represent a huge potential for electronic marketing. The results confirm that this potential poses real, accessible business opportunities."
The results
- An excellent 5.8% click-through rate.
- A sample 6-months period returned 50,000 clicks that directed to EL AL's homepage and other landing pages
- Cross-selling to existing customers has led to measurably higher customer satisfaction
Based on the success of the rollout, EL AL Airlines has decided to incorporate Impactia Intelligent Email™ into its system worldwide. A wider collaboration with corporate partners is underway to create even more opportunities and increase customer acquisition, retention and satisfaction.
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