American Express Publishing has improved the renewal rate for its Skyguide business traveler program by adding an online component.
Roughly 10,000 people have opted in to receive Skyguide’s weekly e-mail newsletter offering business travel tips.
And the firm, which mails from 6 million to 8 million pieces of print direct mail per year for the suite of products, has also started doing a small amount of e-mail marketing for it, according to Janet Libert, vice president, editor and publisher of Skyguide, speaking at DMD New York in June.
The result has been a reduction in the amount of churn. The 20-year-old program, which offers a magazine and other products for business travelers, has 140,000 subscribers and a steady annual growth of 3%. Subscribers pay $75 per year.
American Express added the online component to Skyguide in the wake of 9/11, when customers wanted
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