Jason Robb

* Crafty with their email marketing, that is.

I’m an occasional jetBlue customer. And over the years, I’ve noticed their email marketing has become progressively complex, albeit meaningful.

If you receive their promotional emails, then you probably know what I mean. The most recent headline reads, “Get 10% off selected flights.*” Here’s the hilarious asterisk clause describing when I must fly to get the 10% off.

Code is valid for 10% off of o/w or r/t travel that is purchased by November 13, 2008, 11:59 PM MT, for travel between November 10, 2008 and February 10, 2009. Blackout dates are between November 25, 2008 and December 2, 2008, between December 16, 2008 and January 7, 2009 and between January 15, 2009 and January 19, 2009.

Okay, let’s lay out all the variables without the negatives.

I’ve got to buy the tickets some time in the next 3 days. Fly between November 10 – 25, or December 3 – 15, or January 8 – 14, or January 20 – February 10. That’s pretty complicated, but I’m not sure they could simplify it any more. Unless they said “Fly anytime but during Thanksgiving, Christmas, New years, and the Super Bowl.”

Exactly when the casual traveler might plan to take a holiday. My guess is, their prices increase during the upcoming holiday season, and the compensation is targeted at business travelers. So, this isn’t an offer for casual fliers.

Crafty kicks in

Here’s the kicker. I’m still going to fly jetBlue during those blackout dates, regardless of the 10% discount that I’m not eligible for. Because I’m about to buy tickets to fly during the holidays, and this email prompted me to visit jetBlue when I do.

They wouldn’t cut to the chase, and say “No holiday flights.” They would get less of a click through rate. Smart email marketing on their part. Compassion for their business customers, clever marketing for the casual flier. Or should I say, “casual jetter?”