That’s pretty amazing, huh? To read more about how digital quick wins transformed easyJet into Europe’s leading low-cost airline, download one of my favorite white papers, “ The power to disrupt: How marketers are turning industries upside down.This app works exactly the opposite of what you expect from flight searching apps.
Including the price increased engagement by 70%, and conversion by 42%, except for the French market, where not including the price converted 15% more.Īltogether, the campaign delivered a 67-fold return on investment. The inclusion of personalized airports doubled engagement and increased conversion by 60%. unique bookers from the easyJet newsletter). Booking options were just one click away.ĮasyJet’s “Inspire Me” campaign doubled customer engagement with the email (expressed as the click rate) and quadrupled conversion (expressed as unique bookers who received “Inspire Me” emails vs. Here, the breadth of options available was fully tailored and personalized with destinations from the customer’s preferred departure airport, with prices based on what they’ve paid previously. These highly individualized, humanistic emails were filled with targeted suggestions, taking travelers to the “Inspire Me” tool. Dynamic content connected travelers with easyJet at the moment when they were dreaming up their next getaway, tempting skiers with adventure, couples with romantic escapes, or families with fun-packed beach holidays.
Emails were triggered at intervals based on customers’ previous travel, anticipating their desire to take a last-minute city break or plan a family vacation for an upcoming school holiday. It moved from the obvious tactic of sales-driven, batch-blasted emails, to reflect the human truth about travel: travelers care more about their holiday experience than they do about how they get there.įor the campaign, “Inspire Me” emails directed travelers to the website’s handy inspiration tool, to search destinations based on the experience they wanted. “Inspire Me” uses personalization and customers’ digital fingerprints to “magically” align travel offerings with their needs, wants, and expectations, simultaneously, converting more undecided travelers into flight bookings, in the moment.Ĭreated by Havas EHS (now Havas Helia), easyJet’s award-winning 2013 email campaign to support “Inspire Me” presented a dramatic shift for the airline sector. The “ Inspire Me” function on, an inspiring mix of data and relevant content, matches travelers with their perfect trip - whether that’s cultural, romantic, beach, or adventure. This fact presented an opportunity for easyJet to take the “quick win” of personalization a step further. During the sale period that year, easyJet transacted five sales per second, the equivalent of filling two planes per minute.ĮasyJet’s continuous site testing revealed that around 40% of customers coming to the site knew they wanted to travel, but were unsure where to. By early 2012, the airline was delivering personalized home pages to more than 2.5 million concurrent users at peak load times during the airline’s popular five-day January Sale. Personalization quickly paid off for easyJet. The home page shows live pricing for relevant flights and, with a click, the visitor can add those flights to their shopping basket.
#Easyjet inspireme plus#
Powered by Sitecore, the easyJet site began using search and GeoIP data to dynamically personalize the home page for each unique visitor, showing flights from their local airport, plus imagery and content that appeal to their previous behaviors.
#Easyjet inspireme how to#
It included personalization, one of the “quick wins” covered in Lars Birkholm Petersen’s excellent book, Connect: How to Use Data and Experience Marketing to Create Lifetime Customers.
Together with valued Sitecore partner True Clarity, easyJet first implemented a Sitecore solution in 2011. Sitecore: Personalization from the ground up easyJet CEO Carolynn McCall announced that the airline had seen a 21.5% jump in annual profits, up to £581 million for the 12 months to the end of September.” “… easyJet has been investing in its digital strategy for a couple of years now and appears to be reaping the benefits, given its results out today. It’s easy to see why: the easyJet story provides a textbook example of how small improvements in the digital customer experience – the “quick wins” I’ve been blogging about lately – can translate into fast, significant revenue improvements.Ī November 2014 news analysis article in Diginomica captures the impact: Since wowing the audience at Sitecore Symposium in 2013, easyJet has become one of Sitecore’s most recognizable customers.
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