How Frontier Airlines Leveraged Real-Time Fares in Email to Drive Personalization and +90% Conversions

Summary

Frontier Airlines wanted to see if real-time fares in email would have a significant impact on their Click Through Rate (CTR) and conversion rate. Using the real-time fare and light information from PROS’s airWire combined with the dynamic email capability of Movable Ink, they were able to send emails with relevant low fares to travelers. In their emails, Frontier selected several applicable fares based on user geolocation and interests as informed by customer data. The emails with real-time, relevant fares saw a 90% increase in conversion rate and a 40% increase in CTR.

Solution

Frontier had been using a manual “batch and blast” strategy in which emails included one offer and one set of content for the entire email list. Frontier worked to customize audiences and make sure that people who might be interested in an offer received it, but it was a one-size-fits-all approach for email content.

Movable Ink turns data into personalized content in any customer engagement. Using fare and flight data from PROS’s airWire product, Movable Ink generates emails with dynamic, relevant fares. This integration enables Frontier to include real-time fares based on each customer’s home airport, ensuring customers always see accurate and applicable fares.

Now the primary offer is a real-time fare based on the receiver’s origin and preferences. Additionally, the email contains different content, using Movable Ink and PROS to promote personalized offers the recipient is interested in.

Results

The campaign experienced success by having relevant real-time fares in email and driving users to landing pages where they could complete their booking. The automation in the campaign saved the Frontier email marketing team time and effort by making it easy to send personalized, dynamic information in every communication.

“When we first started this process, we wanted to know whether dynamic pricing improves engagement rate, conversion rate, any of those things, more than a static price? The answer was absolutely yes. When we use the dynamic pricing in emails we saw a 90% lift in conversion and a 40% lift in click through rate.”

Josh Rashkin, Email Marketing Manager, Frontier Airlines

PROS Products

AIRTRFX
Create a Fare Marketing infrastructure with airTRFX. Leverage airTRFX pages to scale your site, online presence, and improve engagement.

AIRMODULES
Conversion-oriented flight search tools with real-time fares that can be deployed on any web page.

AIRSEM
Airline-specific Search Engine Marketing tools to build, launch, and manage ad campaigns with real-time fares in ad copy.

AIRWIRE
Display real-time fares on social media, emails, retargeting ads, and on any webpage with airWire. Powered by user-search data without additional calls to your GDS/Res System.