Trendline stepped in to develop a new creative approach to Airbnb’s email. This strategy included a responsive layout that progressively enhanced with a full width background using CSS animation to grab subscriber interest. After a successful test performance, the redesign’s layout would be applied to the rest of Airbnb’s email communications.
Trendline’s new layout produced a standardized look for Airbnb emails, and the winning design elements 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.
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.