High Deliverability Rate, Re-Engagement Program | Birmingham Airport | Silverpop
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Birmingham Airport

Airport achieves all time high deliverability rate by using re-engagement program to identify most profitable customers

Our new email initiatives have increased our database by 25%with more engaged, profitable customers.

Beth Gawthorpe, Marketing Manager, Birmingham Airport

The Company

Birmingham Airport is a national airport for the UK and a gateway to the UK’s ‘Premier City,’ Birmingham. In 2011 just under 9 million passengers used the airport. From small-scale postwar beginnings to Concorde and the A380, today Birmingham Airport serves 143 direct scheduled and charter routes with some 50 airlines and offers an additional 279 possible connections worldwide. This gives passengers a choice of some 422 direct or one-stop flights.

The Challenge

Birmingham Airport decided to ramp up very quickly with an expanded marketing team. One of the first initiatives was to find a solution for email as it would be a significant driver in Birmingham Airport growth. “As a new member of the marketing team responsible for increasing its email subscriber base, I knew that I needed to invest in a technology that would grow with us as we expanded our program,” says Beth Gawthorpe, Marketing Manager, Birmingham Airport. “Through previous experience with Silverpop Engage, I knew that it had the functionality we needed to take our program to where it needed to be. In addition, Silverpop Engage is ever developing its solution and I knew that it would continue to grow with us as our program became more sophisticated.”

To keep reading about Birmingham Airport and their success with Silverpop, download the case study.


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