BA Celebrates Mobile Email Campaign Success

Multichannel marketing firm e-Dialog has released the results of a mobile email campaign carried out for British Airways. The airline wanted to promote its new iPhone, Android and BlackBerry app for its Executive Club loyalty programme. The app allows Executive Club members to manage their account and reservations, check-in, and access real-time flight information via their mobile device.

The campaign targeted British Airways’ Executive Club members to drive app downloads, based on the user’s device type. It incorporated an understanding of historical user data of email on mobile devices, to make sure that members received the news about the app in the format best suited for the device they most commonly use to check their email.

Open rates for the email exceeded 50 per cent, resulting in more than 70,000 clickthroughs, and more than 60,000 downloads of the app. As a result of the success of the campaign, British Airways is now planning a multi-lingual campaign targeting mobile users across Europe, as well as a new text to e-mail campaign to allow new members to sign up for the Executive Club while in the departure lounge.