Background
American Airlines Cargo, a division of American Airlines, Inc., provides more than 100 million pounds of weekly cargo lift capacity to major cities in the United States, Europe, Canada, Mexico, the Caribbean, Latin America and Asia. For almost 80 years, American Airlines Cargo has innovated cargo technology and expanded its global network. American Airlines Cargo operates more than 3,600 daily flights delivering everything from mail to pharmaceuticals to life-saving vaccines and luxury goods.
Challenges
American Airlines Cargo did not have an e-marketing platform set up and was therefore missing out on marketing its many service offerings and competitive differentiators to its current and potential partners. There was no solution in place to manage incoming leads or create targeted lists to reach out to prospective customers.
Objectives
- Implement an e-marketing solution enabling American Airlines Cargo to communicate effectively to its major stakeholders and customers
- Develop a closed-loop subscriber management system
- Develop several e-mail templates to ensure ease of use and flexibility in communications
- Establish a thought-leadership portal providing insights and resources to American Airlines Cargo end-user partners
Solutions
After conducting in-depth interviews with key leaders from American Airlines Cargo, Rhythm Interactive took steps to implement an email marketing platform and to develop a thought leadership platform as follows:
Customization & Implementation of RhythmMail E-marketing Platform
- Dedicated and customized closed-loop e-marketing campaign platform established for American Airlines Cargo to help the client with acquisition and customer retention marketing
- Leveraging an FTP drop system, RhythmMail system was integrated with American Airlines Cargo database tracking system, helping to secure leads and clean lists
- Set up a customer communication lifecycle program based on levels of activity that automatically triggers e-mail sends to customers based on when they register
- Design and build of e-mail templates
Website Design, Development & Support Services
- Search Engine Optimization consultation and management
Design & Video Production Support Services
- Conceptualized, designed and developed the thought-leadership site, aircargoinsights.com to help American Airlines Cargo customers identify new market opportunities and trends
- Tied social channels into aircargoinsights.com and leveraged space within the site for advertising opportunities
Results
- Within the first two months of implementing RhythmMail e-marketing platform, American Airlines Cargo announced the opening of a new lane which resulted in new business of $250,000
- Since implementing the RhythmMail platform, American Airlines Cargo has sent an average of 30,000 e-mails per month with average open rates of 25%
- American Airlines Cargo subscriber list has grown by 5% since the implementation of the RhythmMail platform
- Thought-leadership site, "Not Just Flights, Business Insights," wins BtoB Magazine's 2011 Best Marketers Award