DMA: Data and Marketing Association
Consumer Help

Casting a Net for Castaways: Alaska Airline’s Win-back Program


Alaska Airlines and Shaw + Scott will tell you how they built a multi-dimensional win-back program for all types of drifting customers


  • Cast-off the “one-size-fits-all” re-engagement program
  • How to create a multi-dimensional win-back program
  • Learn how Alaska Airlines implemented personas and message planning
  • Hear results of what happens when you get the right content to the right person
  • Implement best practices for smooth sailing



Kati McKinney

Senior Digital Marketing Strategist
Shaw + Scott

Armed with eight years of experience in digital marketing, Kati has a background that spans from email to content strategy, and has worked with clients in industries ranging from retail to financial services to healthcare. She has applied her expertise to triggered emails, lifecycle programs, mobile-first strategies, dynamic, behavior-focused campaigns and more. In the retail sector, Kati’s specialty lies in creating and executing revenue-driving programs that increase channel productivity. She has worked with brands including Ralph Lauren, Shopbop, and Ameriprise Financial.


Jeanne Jones

Director of Customer Communications, Loyalty Marketing
Alaska Airlines

Jeanne Jones is an 18-year veteran of Alaska Airlines. For more than 80 years, Alaska Airlines has built a fiercely loyal following by combining outstanding performance with genuine, caring customer service—all while investing in innovation. And with her unique professional experience spanning email marketing strategy, operational management, user experience and e-commerce, Jones has contributed to the growth of this Pacific NW airline. She is the recent recipient of the 2016 eec Stefan Pollard Email Marketer of the Year Award.

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