Lifecycle Marketing Success Story

Using the proven Lifecycle Marketing framework, Alaska Airlines was able to increase its revenue per email by over 500%.
 Campaign Objective/Challenge

  • Re-engage inactive subscribers and entice them to book
  • WhatCounts and Alaska Airlines tested offer vs. no offer vs. email


ResultsCompared to usual promotions:

  • 55% higher open rate
  • 75% higher click through rate
  • 564% higher Revenue per email than other ad hoc promotions


Subject LineWe Miss You – Come Back for 30% Off Your Next Flight “In 2009 email became a key initiative at Alaska and we adopted WhatCounts’ Lifecycle Marketing Program. As a result, we generated almost $40 million in incremental revenue.”– Andrea Schwarzenbach, Manager, Interactive Marketing

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