JetBlue acaba de enviar un correo electrónico a sus pasajeros y compartió una importante lección de negocios en el proceso

Si escucha lo suficiente, casi todos los líderes empresariales del planeta eventualmente le dirán lo mismo: nuestra gente es nuestro activo más importante.

Eso es a menudo cierto. Pero para muchas empresas, creo que su segundo activo más importante a veces está infravalorado.

Es su relación con sus clientes, tal vez más específicamente, su lista de correo electrónico de clientes.

Caso en cuestión: es posible que sepa que dos aerolíneas son ambas en este momento competir entre sí para adquirir Spirit Airlines.

  • Por un lado, está Frontier Airlines, que hizo una oferta en efectivo y acciones de alrededor de $21 por acción que debía hacerse a los accionistas de Spirit Airlines esta semana.
  • Por otro lado hay jetblueque hizo una oferta en efectivo de $30 por acción, luego la aumentó a $31,50 y está tratando de sacar a Frontier del proceso.

Spirit pospuso la votación de los accionistas ayer a la luz de la oferta enmendada de JetBlue. Y ese es el contexto en el que el CEO de JetBlue, Robin Hayes, envió un correo electrónico a los pasajeros de JetBlue, aparentemente todos miembros del programa de viajero frecuente de JetBlue, TrueBlue, para informarles sobre la propuesta.

Realmente hizo tres cosas:

Este último punto es más interesante para mí porque involucra el uso de la base de clientes y la lista de correo electrónico de JetBlue para algo más que marketing directo, razón por la cual generalmente escucho de aerolíneas que tienen mi dirección de correo electrónico.

JetBlue confirmó que el mensaje fue enviado a su lista de viajeros frecuentes y que, por supuesto, también tiene una estrategia de llegar tanto a inversionistas individuales en Spirit como a inversionistas institucionales para intentar que rechacen el acuerdo fronterizo.

JetBlue se negó a revelar cuántas personas significa eso, sin embargo Cirouna firma actuarial que se enfoca en programas de lealtad informa que JetBlue tuvo al menos 2 millones de canjes de premios en 2017, aunque los miembros individuales, por supuesto, pueden canjear puntos más de una vez.

Es seguro asumir que hay muchos miles o más, pero tengo curiosidad por ver cuántos viajeros frecuentes de JetBlue podrían ser también accionistas de Spirit.

Dejando de lado ese detalle, admito que tengo el entusiasmo de un converso cuando se trata del valor del correo electrónico y el marketing por correo electrónico.

Estoy impresionado porque he estado escribiendo un boletín electrónico diario durante casi cuatro años, primero aquí en Heaven32 y más recientemente en Comprensiblemente.com.

Pero el hecho de que su empresa pueda cultivar formas directas de conectarse con sus clientes más valiosos a gran escala, principalmente a través del correo electrónico, es un cambio de juego que no se apreciaba hace solo unos años.

No se trata solo de tener las direcciones de correo electrónico; Se trata de usarlos sabiamente para que lo que envíes tenga valor, y cuando les pidas a tus clientes que hagan algo que no sea comprarte directamente a ti, hazlo de una manera que no los disuada y que posiblemente incluso haga que actúen.

Un correo electrónico de cliente como este que tiene solo 200 palabras y, quizás lo más importante, solo un llamado a la acción, es perfecto.

Me he comunicado con todos los jugadores aquí. Frontier se negó a comentar; Sprit me lo refirió su declaración sobre el aplazamiento de la reunión.

Y soy básicamente agnóstico si JetBlue está comprando Spirit o no comprando Frontier o ambos.

Puedo argumentar por qué cualquiera de las aerolíneas querría hacer el trato, y también puedo ver cómo sería neto para los consumidores si se adquiriera Spirit, creando una quinta aerolínea importante para competir con Delta, American, United y Southwest Airlines.

Pero la verdadera razón por la que sigo las aerolíneas es para aprender de ellas, no para estar en el negocio.

Quizás no haya otra industria con tantos jugadores grandes que cotizan en bolsa en una industria de recursos puros, con un ejército de analistas, inversores y periodistas analizando cada uno de sus movimientos, para averiguar si realmente hay un cambio figurativo aquí o un cambio en el marketing. mensaje cualquier efecto.

Mientras escribo en mi libro electrónico gratuito, Vuelo en clase ejecutiva: 12 reglas para ejecutivos de aerolíneas de EE. UU.es como un desfile continuo de casos de escuelas de negocios para que los use y aprenda.

La lección de hoy es simple: recopile las direcciones de correo electrónico de sus clientes, trátelos con respeto y utilícelos sabiamente. Nunca se sabe cuándo podría alegrarse de haberlo hecho.

Las opiniones expresadas aquí por los columnistas de Heaven32 son propias y no de Heaven32.

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It did really three things: 

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    \t

  • First, it framed the argument JetBlue makes it for why JetBlue is the better deal. (\"In short, this combination would bring you more of the JetBlue you know and love...\")
  • \t

  • Second, it set expectations for how quickly everyone might know the outcome. (\"Our proposal is in the early stages and we won't know for some time if we will be able to acquire Spirit.\")
  • \t

  • Finally, and this might be most important, it directed email recipients to a website pushing shareholders of Spirit to vote against the Frontier deal, with a clear call call to action and a simple interface.

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This last bullet point to me is the most interesting, because it involves using JetBlue's customer base and email list for something other than direct marketing-;which frankly is why I normally hear from airlines that have my email address. 

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JetBlue confirmed that the message went out to their frequent flyer list, and that of course it  also has a strategy to reach out to both individual investors at Spirit and institutional investors to try to get them to reject the Frontier deal.

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JetBlue declined to reveal how many people that means, but KYROS, an actuarial firm that focuses on loyalty programs, reports that during 2017, JetBlue had at least 2 million award redemptions individual members might redeem points more than once, of course.

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It seems safe to assume it's measured in the many thousands or more, but I'm curious as to how many JetBlue frequent flyers could possibly also be shareholders in Spirit. 

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Look, leaving that detail behind, I acknowledge that I have the zeal of a convert when it comes to the value of email and email marketing.

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I'm swayed by having written a daily email newsletter for nearly four years, first here at Heaven32 and more recently at Understandably.com.

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But the fact that your business can cultivate direct ways to connect with your most valuable customers at scale -- most oHeaven32en via email -- is a game changer that wasn't appreciated even just a few years back.

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It's not just about having the email addresses; it's about using them judiciously, so that there's value in what you send, and so that when do ask your customers to do something other than buy from you directly, you do it in a way that doesn't turn them off, and might even get them to act.

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A customer email like this one that runs just 200 words -- and that perhaps more importantly has only a single call to action -- fits the bill.

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I reached out to all of the players here. Frontier declined to comment; Sprit referred me to its statement postponing the meeting.

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And, I'm basically agnostic as to whether JetBlue buys Spirit, or Frontier does, or neither.

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I can make the case why either airline would want to make the deal, and I also can see how it might be a net positive for consumers if Spirit were to become acquired and thus create a fiHeaven32h major carrier that could compete with Delta, American, United, and Southwest Airlines.

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But, the real reason I follow the airlines are to learn from them, not to participate in the business.

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There might not be another industry with so many big, publicly traded players in a pure commodity industry, with an army of analysts, investors and journalists dissecting their every move -- figuring out whether turning a figurative here or changing a marketing message there actually has any effect.

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As I write in my free ebook, Flying Business Class: 12 Rules for Leaders From the U.S. Airlines, it's like a nonstop parade of business school cases you can use and learn from.

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Today's takeaway is simple: Collect your customers' email addresses, treat them with respect, and use them wisely. You never know when you might be glad you did. 

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