A big congratulations from e-Dialog to JetBlue for their award-winning abandoned cart trigger campaign that was just recognized as best-in-show B-to-C campaign by MarketingSherpa for their 2012 MarketingSherpa Awards.
JetBlue wanted to re-engage with visitors who had abandoned online shopping carts, with the goal of being helpful, not invasive, so they created a series of personalized trigger campaigns based on specific visitor drop-off points. Based on data from Omniture, JetBlue worked with e-Dialog to set up triggers based on visitors not completing events such as flight selection, seat selection, or payment.
These highly-personalized relevant messages strongly outperformed JetBlue's standard promotional messages. The open and click rates were more than 150% higher and the revenue increased 1,640% over average email revenue.
Liz Lynch, senior marketing communications associate, e-Dialog, @eDialogLiz