Skyguide Gains Altitude
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
