Email Marketing @ American Airlines

Was it easy to sign up?

Yes, it is. American Airlines only requires name, Date of birth, Tel number, and E-mail address. It only requires basic personal information, which I complete within 2 minutes.

What happened after you signed up?

I received a welcoming e-mail. Contents include things I need to know, like how can I update my profile, earn miles, redeem miles for my next vacation, and use my internal AAdvantage( the name of their program).

If there was a welcome email what did you notice about that email?

They Use a bold and straightforward e-mail title called “Welcome to the AAdvantage Program”. Since I already knew the AAdvantage Program is their membership program, so I knew it immediately.

What have you noticed about the frequency of the emails sent?

I signed up and joined their e-mail list on 19, March. Up to 21 March, besides the welcoming e-mail, I only received one extra email. It's about encouraging me to earn a bonus and kickstart my membership experience.

Are they using email best practices?

They do. In their e-mail content, their words and banners are really easy to read and straightforward. From a customer’s point of view, I will feel less annoyed since I won’t receive too much and know exactly what they do — just selling their products and asking me to use a miles bonus. However, from a Marketing Specialist's point of view, I think they also need to balance content marketing. Sometimes people will be attracted by things that they have joint resonates with.

What is your opinion of the way they are using email? Support your viewpoint with your reasoning.

Great. When customers register for AA’s program, they can choose whether they want to join the e-mail list. It’s more likely a big company’s mind, without using the customer’s information secretary — sometimes we just receive e-mails we don’t want to receive. By doing this, not only do they maintain the connection with high-net-worth individuals, but also properly keep brand prestige. I’d say this is efficient and humanitarianism.

Besides, they use well-designed banners, clear instructions, and hyperlinks, each email’s content is short as well as easy to read — won’t take you more than 2 minutes to finish— friendly and nice.

From my point of view, they’re well done. Because everything is properly and efficiently.