Hawaiian Airlines transaction emails
Revitalized cardholder transaction emails for HawaiianMiles Marketplace to increase awareness of card-linked offers
Each month, HawaiianMiles Marketplace partners get an email highlighting recent transactions along with a reminder to review their account information. Hawaiian Airlines wanted to update their transactional emails to better align with their brand, increase awareness and understanding of card-linked offers. I led the client relations and created new email designs that focused on how card-linked offers worked while reinforcing core card benefits.
Below is a view of the old email vs. the new design and implementation.
I produced a design system before moving forward with the email structure. The design direction was created using Hawaiian Airlines brand standards, competitor analysis conducted on other airline emails, WCAG accessibility standards and other email best practices. The system created resulted in brand consistency across Hawaiian Airlines ecosystem.
Overall click-throughs grew 278.8% and have an open rate average of 49.6% so far in 2022. Industry average for email open rates is 21.33%.
Overall click-throughs grew 278.8% and have an open rate average of 49.6% so far in 2022. Industry average for email open rates is 21.33%.
A word from the client…
“We’ve seen a significant increase in the number of click-throughs to the mileage statement. Typically, there are 40-60 and last week with the new email templates, we saw 518 – which also significantly increased our total click throughs, so that is great."
Mary Kay Burns
Kognitiv, Hawaiian Airlines agency of record.
As a result of the project's success with Figg and positive client feedback, I was invited to compose a case study highlighting the brand system and email initiatives.