There’s a lot to learn from Lufthansa ecommerce marketing strategy. Here, you can pick their marketing strategy, learn lessons, and take inspiration for your own eCommerce business.
They have a good email marketing strategy - if we look at their Average Spam score, it's very good - being at -4,4 (it is basically a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). But they seem less performant regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 40 characters, they're doing not good, but close enough. Trying to keep it shorter would work well for them and help Lufthansa improve their open rate, especially on mobile devices.
If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Responsys .
Fun fact - they're using emojis in 66.67% of their emails - the main ones they use are 🌞 ✈️ ☀️ 🌷.
On Panoramata, we gather and analyze the entire Lufthansa email marketing strategy - along with other brands from the Lifestyle industry. Amongst their last emails sent, two of them were 'Activate your Lufthansa iD' and 'Have you made plans for the summer yet?🌷☀️'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 85 on https://www.lufthansa.com/us/en/homepage. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
In today’s competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. This is why we built this library.
Average subject length
What about
Lufthansa
then?
With their average of
40
characters, they're above the limit and should consider to shorten their subject line. Here's one good reason - usuallyy, subject lines that long are not shown entirely on email clients on desktop or mobile. And what's good on saying something that will never be read?
Stay short!
characters, they're right within the sweet spot, which is good! It basically says that you have enough characters to express yourself, but at the same time it will show up entirely on email clients. Just the right amount of characters you want for your own brand!
characters, which is rare - but it means that they have actually more space to express themselves and share their brand values.
Why does this matter? Well, for open rates. Keep it short - on average, you should aim for 16 characters. We consider that above 12 is good, and below 24 is great.
Average email size
Why does this matter? Well, for open rates as well - and especially to avoid the Promotions tab and to be less categorized as spam. The lower, the best.
Average spam score
We use Spam Assassin, the main platform used by email providers to score spam. Below 0, you're safe ie. not considered as spam. Below -2, you're great. If you're above 0, you'll likely to be categorized as spam.
So,
Lufthansa
gets a score of
-4.4
. What does that mean exactly for their email marketing strategy ?
Well, as stated, it's good! Any score below 0 generally means that the email will not be categorized as spam, especially the ones below -2 - it's a great score, one you want to keep because it helps a lot the deliverability of your emails!
It's good! It means that their email are not headed to the spam folder. However, a score below -2 would be considered even better.
Well, "oops". It's not that good, they're at a level where it could impact their email deliverability.
Does it means they're in the spam folder every time? No. The considered treshhold to be considered spam 100% of the time depends on a lot of factor (generally, consider that a score of 5 means that you end up there every time). Being between 0 and 5 means that it could happen though.
Usual sending provider
Responsys
Most common words
new - destinations - with - special - Have - your
Emoji use in subject lines
Most popular emojis
🌞 - ✈️ - ☀️ - 🌷
🌞 - ✈️ - ☀️ - 🌷
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
Activate your Lufthansa iD
Email from
Lufthansa
Have you made plans for the summer yet?🌷☀️
Email from
Lufthansa
Email from
Lufthansa
Love unites us with its universal language ❤️ Love for travel, for new experiences, for each other. It makes us want to explore the world. That is why we are proud to launch a new #Lovehansa branded plane that will fly from Frankfurt 🇩🇪 to Billund 🇩🇰 #SayYesToLove #SayYesToTheWorld
Feed Ad from
Lufthansa
The world is waiting for you — wake up in Europe on the new nonstop flight from St. Louis to Frankfurt. Book your trip now. @[208838732476659:St. Louis Lambert International Airport]
Feed Ad from
Lufthansa
Connect to Europe and beyond on the new and only nonstop flight from St. Louis. #SayYesToTheWorld @flystl
Feed Ad from
Lufthansa
Domain Rating
Estimated Traffic
Total Keywords
Domains
Total Backlinks
Backlinks Profile
Backlinks Text
Backlinks NoFollow
Backlinks Redirect
Backlinks Images
Backlinks Frame
Backlinks Form
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