State of Email, Ep. 34: Virgin on Greatness with Virgin Atlantic

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Jon Lockie and Tom Nowell from Virgin Atlantic’s email team join Guy Hanson as they embark on a journey to email excellence. The Virgin group of companies is regularly cited as one of the world’s most admired brands, with a deserved reputation as a consistently disruptive innovator that delivers great customer service with an instantly recognizable tone of voice!

In the world of travel, Virgin Atlantic and Virgin Holidays run two best-in-class email programs, and they are successful for many of the same reasons – they are forward thinking, open to trying new things, and they build great partnerships.

In this State of Email Live, we’ll discuss how they achieve this success, including:

  • Their quest for constant innovation
  • Examples of their smart creative tactics
  • How they use competitive intelligence
  • The vital importance of amazing deliverability (spoiler alert – 99.8% inbox placement rates!)
  • Reporting success back into their business

Plus Danielle Gallant joins to present our highly popular Email Analytics slot, including global volume and deliverability trends, why open and click rates are heading in different directions, and the ongoing impact of Apple MPP nearly a year down the line.