We were tasked with finding new ways for Airbnb emails to communicate the benefits of hosting in a clear, motivating manner, and with redefining the email’s creative layout to improve engagement.
We developed an entirely new creative approach, including a responsive layout that progressively enhanced with a full width background using CSS animation to grab host interest. After testing the new creative’s performance, we rolled it out across all of Airbnb’s email communications.
“Trendline’s execution produced several awards, including the 2016 MediaPost OMMA Award: Best Email Single Execution, the 2016 AMA Max Award: Best Email, and The Marketer Quarterly 2016 Email Marketing Award: Best email series – Travel.”
The design elements we developed and tested are now part of the Airbnb global style guide and master template. Airbnb’s email engagement numbers improved substantially across all areas, and its Guest-to-Host conversion numbers increased significantly.