Although double credit is ending, members can still get a bonus credit for booking at southwest.com. So we created a unique postcard designed with a perforated "door", stating that even though double credit is going away, members can still get a bonus credit by purchasing online each time they fly.

After this mailing went out and the double credit promotion ended, Southwest saw no decrease or fall off at all in online bookings. This was a huge success considering that credits given to members for booking travel online were cut in half.