Airbnb: Airbnb Good Time To Host LA
Airbnb were without a consistent brand look and feel to their email campaigns. Overall email engagement was low. This test produced a winning design for engagement that is now part of the Airbnb Global Style Guide, and master email template.
- Client: Airbnb
- Agency/Company: Trendline Interactive
- Project: Airbnb Good Time To Host LA
- URL: View online
- Team Members: Airbnb: Samantha Chun, Engagement Marketing Manager. Kristiane Skolmen, Engagement Marketing Manager. Trendline Interactive: Lauren Pittman, Account Manager. Alex Williams, VP, Creative Director. Alex Serell, Designer. Becca Pierpoint, Designer. Rachel Purcell, Copywriter. Emmanuel Arizmendi, Designer/Developer.
Airbnb is an online marketplace that enables people to list, find, then rent vacation homes for a processing fee. It has over 1,500,000 listings in 34,000 cities and 191 countries.
Single email with desktop, and responsive design by device.
Airbnb wanted to target current guests who had not previously listed or hosted a space with them.
Previous in-house email creative had seen low engagement numbers, and Trendline was tasked with developing creative for a test in the LA market.
The objectives of the email were:
1. Get an overall lift (engagement) in campaign performance versus control i.e., Opens/Clicks/Page views
2. Educate audience about the benefits of listing and hosting.
3. Motivate the audience to list and host
4. Increase guest-to-host conversion numbers
Airbnbâ€™s goal was to convert more of their guests to become hosts. The challenge was how to communicate the benefits of hosting in a clear, simple and motivating way, all in one email. We tested a new approach with a responsive layout that progressively enhanced with a full width background using css animation to grab subscriber interest. The test performance led to a redesign of future communications inspired by the new layout.â€‚â€‚A standardized look has now been created for Airbnb emails, and the winning design elements are now part of the Airbnb Global Style Guide and master email template.