An efficient new flight plan — the Continental Airlines OnePass eStatement

Challenge:
In recent years Continental Airlines increased its focus on electronic communications, and in 2005 the OnePass eStatement became its largest communication vehicle. The Lacek Group’s challenge was to redesign the eStatement with the following goals:
  • Increase visual appeal while aligning creative with the newly designed Web site and printed statement and leveraging Continental’s long-standing, successful brand advertising look and messaging.

  • Increase personalization capabilities and flexibility.

  • Increase clicks on marketing messaging.

Solution:
The newly redesigned OnePass eStatement:

  • Improves readability by reducing marketing messages from long paragraphs to short, high-impact teasers that link to detailed information at continental.com.
  • Integrates the same feature-offer box creative that is found at continental.com.
  • Comingles elements from Continental's printed statement, InSights, such as header photography.
  • Uses the copy from the brand advertising to conclude the eStatement.
  • Improves dynamic messaging capability by creating a new message coding system, allowing unlimited targeted messages.

Results:
The new OnePass eStatement successfully integrates key elements from continental.com, the OnePass printed statement and Continental's brand advertising.

It has effectively improved impact and efficiency. The number of marketing message slots increased domestically from 5 to 15 while the number of mouse scrolls decreased from 2 to 1. And click-through rates increased dramatically on key links:
  • 2x more clicks on marketing messages.

  • 5x more clicks on marketing tiles.

  • 4x more clicks on continental.com menu items.