How is JetBlue doing with email marketing?
Email marketing is still an important marketing initiative today, especially for airline companies. Email marketing allows them to stay in touch with their customers, promote sales and in turn build customer loyalty.
Sign Up
The JetBlue signup process is straightforward, smart and user-friendly. Compared to delta’s signup page, JetBlue’s input boxes are larger and the page is a more readable design. JetBlue’s three signup steps are presented on separate pages and are presented differently depending on the type of device in order to fill the screen appropriately. Users can complete JetBlue signup comfortably on any device. Whereas Delta displays the 3 registration steps in a vertical fold, regardless of the kind of device. This is not as user friendly as JetBlue for registrants using a laptop or iPad to browse.
On the other hand, when entering an address, JetBlue will retrieve the relevant address based on the characters the user is typing in real time and automatically fill in the other boxes when the user clicks on the target address. While Delta requires users to manually type and select every space when inputting an address, including country, street address, city, zip code and state.
Welcome Email
After completing my signup, JetBlue immediately sent a welcome email to my inbox. The subject of their email caught my attention right away. The email subject is the first thing most viewers see, and it determines the customer’s first impression of the brand. Very few people can click and look through every single email. An attention-grabbing subject captures the attention of the consumer and induces them to click further on the email to browse through it.
JetBlue placed the welcome email before the step of setting up a password, with a humorous subject line to remind users to design a password and complete the full enrollment. Delta puts the part of setting the password together with filling out the information.
Both approaches have their advantages. In fact, the total amount of work they require is the same. Separating signup and password setup makes the signup process feel shorter to the user. And if the signup is done in a pinch, the user can choose to put the second half of the task on hold until they have time to complete it. The downside is that some users may ignore the email or forget about it later. Having registration and password setup together will give more satisfaction to users who prefer to complete all tasks as quickly as possible, and the completeness of user registration will be higher.
Frequency
JetBlue typically maintains a balanced frequency in their email marketing campaigns. They tend to send emails on a regular, but not excessive, basis, striking a balance between keeping their subscribers’ attention and avoiding overloading their subscribers’ inboxes. Emails sent by JetBlue are usually about seasonal promotions, loyalty program updates, and flight offers and sales. The frequency of these emails may vary depending on the availability of discounted fares and promotions.
JetBlue’s email marketing has done a relatively great job among its competitors. But there are still some voices that think JetBlue’s emails are completely lacking in emotion or have spelling errors. In addition to all this content stuff, I noticed one small detail. In my inbox, neither of the two emails I received from JetBlue had a profile picture. I think it would be better if JetBlue configured all their email accounts with a proper profile picture, like medium does. profile picture can make their emails more prominent. Customers are more likely to notice these emails and click through to view them, which in turn improves the effectiveness of email marketing.
