I rarely read the emails I get from United Airlines any more. They simply aren’t all that relevant most of the time. Sure, I’ll look at what the weekend specials are but really just to see what I won’t be buying. For some reason – maybe because I’m up way too early this morning – I happened to open my October MileagePlus Statement email and scan through it. And I found this:
The first two "Fun Facts" are actually pretty decent marketing blurbs worked in to the message. The second two were most definitely personal, but I’m not so sure they are actually doing what United wants. I suppose a reminder that I went to Singapore is useful. And maybe in some of my more ridiculous mileage run months I could have a much larger collection of airports listed. But I have to wonder if this sort of information is relevant or useful to the broader customer base. Maybe they’re only using that for people who fly a lot. After all, a reminder that "You didn’t go anywhere last month" probably isn’t so effective.
Either way, slightly interesting to see them trying to incorporate a bit of personal data into their marketing efforts. This isn’t a particularly new thing really; last year it was JetBlue showing the value of similar targeting. And the numbers seem to work. Expect more going forward.