United Airlines is expanding its marketing campaign via short message service (SMS) as it seeks new audiences beyond its millions of MileagePlus members.
I wasn’t even aware United had launched a new marketing campaign via text message in April, but a memo was shared with Live And Let’s Fly outlining the details of the new campaign:
We launched a new marketing channel to reach our customers directly and with more personalized content. With more than 70,000 subscribers since its launch in April, our SMS marketing tool is a great way for customers to get early access to exclusive personalized deals and sneak peeks of United news.
So far, the marketing campaign is limited to United-related campaigns, such as MileagePlus discounts or fare sales. They also arrive from a different number.
Our SMS messages are different from our operational messages that customers receive, and they come from different numbers.
“We’re one of the first U.S. airlines to market directly to customers through text messages like this,” said Targeted Marketing Manager Katie Landry. “We don’t launch new marketing channels every day — not even every year! While it took an incredible effort by many teams to get SMS set up, early results have already proved it was worth the effort.”
United further shares four unique initiatives of this campaign:
If you have signed up for this marketing campaign (I’ll share details on how to do it below), you may have received daily emails during United’s recent “Week of Deals” campaign (which offered a discount on a different surprise destination each day of the week). United says the SMS strategy “proved very successful.”
The campaign ran across multiple United channels, but we revealed each destination a day early ONLY for those subscribed to our SMS channel. Some of the destinations that were featured were Australia, Taiwan, Tahiti and Hong Kong.
Further showcasing the success of that campaign:
United is “excited to continue expanding this new channel and learning what keeps text subscribers interested.”
What have we got up our sleeves for the rest of this year? Playful quizzes, milestone recognition, SMS-exclusive offers and more.
Visit united.com/smsoptin OR text ‘JOIN’ to 71529.
United is expanding its SMS campaign in a bid to reach more frequent and infrequent flyers, including those who are not members of MileagePlus. At this point at least, United promises no spam…just timely deals and promotions, including some that are exclusively notified via SMS.
And let me just say that I am very thankful United promises not to spam me. If I receive one more “Hey, It’s Tim Walz” or “Can I count on you to support Donald Trump” text message I’m going to change numbers (yeah, someone signed me up for everyone…). In fact, I’d argue that few marketing ploys turn more people away than spam.
I haven’t signed up for United’s marketing text messages…maybe I will just for purposes of this blog…but I think we can see where this is going. Data analytics linked to your profile and number can be used to sell your info to willing bidders both on the plane and on the ground. It’s part of the broader effort to “know” you and offer custom content (read: ads) tailored to you, that advertisers will pay a premium for. That’s just my theory, but remember, United has to pay for those new screens somehow.
> Read More: New United Airlines “Media Network” Is About Forcing Passengers To Watch Ads They Don’t Want To See…And It Is Happening Already
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Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let’s Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.
People actually want this? I couldn’t imagine wanting to receive robo-texts from an airline. I don’t care how “fun” their vibes are.
@Jerry … I haven’t ever owned a mobile phone , so I merely say “hee=hee” .
Also , congratulations to Matthew for not owning a television … I’ve never owned a television .
Don’t fool yourself.. if you’ve installed the united app they have all the information they need to profile you and then some. Just look at how LALF profiles readers connecting to 33across, amazon-adsystem, doubleclick, getclicky, google-analytics, googletagmanager, id5-sync, and scorecardresearch.
Only want to hear from an airline when:
– there’s a change in schedule or aircraft or seat assignment prior prior to departure
– when boarding pass is available
– revised gate numbers or delays or cancelations while at airport
– carousel number for the luggage pick up
Past that, all other is SPAM.
Also, once I’m finished with an airline that I will only use once in a blue moon (ie: Icelandair), the corresponding app is deleted from my phone once I get home with my luggage.
+1. I don’t really care for any other BS. I actually manage my electronics communication pretty well. Only get text messages that I care about from sources I care about. I never answer my phone if the number is not stored on my Contacts list. If important, they will leave a voicemail and then I call back. I have an email for all things you get spam and other for important things only. Last thing I need is more marketing crap.
I’m a bit surprised by this because United already has the best app in the airline industry, and I thought that most people (like me) prefer push notifications to sms.
Note: Please see my Advertiser Disclosure
United Airlines Wants To Send You More Text Messages – Live and Let's Fly
