January 22, 2015 at 15:325 Reasons to Love Airbnb's Behavioral Letters
- Transfer
A few months ago, the author of the article received an email from Airbnb . Without a doubt, this was one of the best letters he had ever received. He thought it would be interesting to post it on a blog and see what thoughts Vero readers would have. For you - the translation of this article about e-mail marketing and its nuances . This peculiar “flight analysis” will allow us to understand the general spirit of letters sent to our clients in this company, which today is valued at more than $ 10 billion .
What makes Airbnb so special? This is a real winner.
1.This is personalized and triggered emails (in accordance with user behavior on the site)
Airbnb (like most commercial and SaaS websites) offers users to register or login when they visit. Once logged in, Airbnb can track human behavior. So, the visitor reviewed the results of search queries, looked at the photos, read some reviews. By his actions, he showed that he wants to reserve a place of residence. The result was not long in coming, and the next day they sent him an e-mail with a detailed list of what was viewed.
It was not a shot in the dark. This list was not a newsletter for everyone. They sent him to one and only one person, which was a direct result of his behavior. This is personalization!
2. Visitors can use the bold button in the conversion language
Using this button eliminates the possibility for the user to skip a further call to action, and the inscription “Learn more” is a direct way to move him through the conversion funnel. By clicking on this button, the visitor understands what will happen next - he simply learns more.
If they used the inscription "Book" or "Take a vacation", they could frighten the user. What is hidden behind the button with the inscription? Order page? Is it time to give your credit card number? It would look intimidating if it weren’t 100% certain. The idea is to move the person to the next stage, and not end the deal.
3. They have a backup plan
A backup plan is not always a good idea. Surely you want the letters to be focused on one thing in order to avoid loss of conversions due to distraction or analytical paralysis. But Airbnb offered not only what interested a particular person, but also that he was not going to book. He is not enthusiastic about this.
Since they closely monitor user behavior on the site, they know where the potential client wants to stay and they know how much he expects. And that means that for them it’s not only an opportunity to carefully suggest “Plan B”, but also a great way to attract attention. One of the suggestions on the list may be tempting. When a user clicks (or does not click) on one of them, they continue to collect even more data about his upcoming trip.
4. This is attention to user alarms
A quick look at your Airbnb account will show that in reality a person has never booked a place to live through their website. This is not a hotel, but someone's residence or a country house. Based on feedback from other potential customers, they know that at first, customers are afraid to try something new.
The links direct the customer to security articles - this is for them in the first place - and to a help center where you can download information on how and why to use Airbnb. This is a great answer to those worries that might arise when using the service.
5. These are micro-calls to action.
We have already talked about micro-calls to action and effective ways to increase conversion. In fact, these are small conversions that keep customers interested in your brand before they are ready to buy. If Airbnb can force a client to follow them on Facebook, Twitter, Google+ or Pinterest, then they have opened a new channel for communication with their potential customer.
They take a step towards by linking an email preference page. Despite the fact that you can unsubscribe, there are also opportunities to receive even more letters, text notifications, download mobile applications and invite your friends.
Do you think Airbnb can be improved?
