Frontier is a consumer travel brand with a large direct digital base across flyfrontier.com, the Frontier mobile app, and CRM channels including email, push, and SMS. The growth team is considering a targeted re-engagement campaign to bring inactive customers back into the booking funnel ahead of the late-summer and fall travel window. You are a Product Growth Analyst supporting the decision on which user segment Frontier should target first.
Frontier has budget to run only one major re-engagement motion in the next 8 weeks. The campaign could include a mix of email, push, in-app messaging, and promo support, but the team cannot operationalize multiple segment-specific playbooks at once. Leadership wants the first segment to maximize near-term incremental bookings while also creating a repeatable playbook for future lifecycle marketing.
The core question is not simply which segment is largest, but which one Frontier should prioritize first given expected conversion, margin, cost to reach, and execution risk.
Frontier has shortlisted four inactive user segments based on recency, prior behavior, and channel reachability:
| Segment | Users | Last Booking Window | Reachable via CRM | Expected Re-engagement Booking Rate | Avg Net Contribution per Rebooked User | Est. Campaign Cost |
|---|---|---|---|---|---|---|
| A. Recent Leisure Lapsers | 420,000 | 6-12 months ago | 78% | 3.8% | $34 | $180,000 |
| B. Price-Sensitive Deal Seekers | 610,000 | 12-24 months ago | 64% | 2.1% | $22 | $210,000 |
| C. Family Trip Planners | 190,000 | 9-18 months ago | 71% | 4.6% | $49 | $160,000 |
| D. App-Installed Former Bookers | 260,000 | 6-18 months ago | 92% | 4.1% | $31 | $120,000 |
Additional context:
As the Product Growth Analyst, prepare a recommendation for Frontier leadership.