Timed e-mail offer unites the perfect pair to capture travel spending

Share this article:
Timed e-mail offer unites the perfect pair to capture travel spending
Timed e-mail offer unites the perfect pair to capture travel spending

“Arrive in style” was the e-mail slogan sent by Banana Republic and Virgin America Airlines to a colleague of mine. Not long after booking a ticket with Virgin America, my colleague, who was already a subscriber to Banana Republic's newsletter, received this e-mail. It offered a short-lived, promotional discount in honor of her impending trip.

This promotion caught my attention because of the undeniable rel­evance of the co-branded offer: people shop before going on vacation, so it is ingenious to have a tie-in between a clothing shop and an airline — especially one that expires soon after the scheduled trip.

One reason this offer works is because it is geared to those who are already spending their discretion­ary income. By offering an incentive that is linked to travel plans, the offer makes users and travelers think, “You know, a new jacket for the trip would be nice.”

The relevance of the offer, coupled with the urgency, makes it an excellent example of how direct marketing efforts can be shaped around targeting techniques to present consumers with enticing offers that convert into sales.

Seen some great DM? Send your Direct Choice to lauren.bell@dmnews.com

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

The junk removal company trashes the batch-and-blast method and focuses on customer loyalty.

News Byte: Exact Data Strikes a Blow for Clean Email Lists

News Byte: Exact Data Strikes a Blow for ...

The company partners with BriteVerify to offer automatic list cleaning to SMB clients.

Oh, Canada! Five Ways to Deal With the Canadian Anti-Spam Law

Oh, Canada! Five Ways to Deal With the ...

A veteran emailer from the North Country tells U.S. marketers how to navigate the new regulations taking effect on July 1.