October 1, 2009, 12:00 AM

Continental Airlines gets a lift from an upgraded e-mail program

With a revised e-mail marketing program more directly tied into customers’ travel plans, Continental Airlines has raised click-through rates by 300% compared to its other e-mail programs, the company says.

With a revised TripNotes e-mail marketing program more directly tied into customers’ travel plans, Continental Airlines Inc. has raised click-through rates by 300% compared to its other e-mail programs, the company says.

Continental recently worked with e-mail services provider Responsys Inc. to modernize the airline’s TripNotes e-mail marketing program, which e-mails pre-flight messages to travelers with special offers for things such as hotel rooms and car rentals.

Using the Responsys Interact Campaign e-mail campaign management platform, which is delivered as a software-as-a-service over the web, Continental redesigned its TripNotes messages to include more relevant offers. Each e-mail now is dynamically generated and personalized for each traveler based on her current profile and travel plans.

Kim Schwager, Continental’s e-mail marketing manager, says the TripNotes upgrade has enabled the airline to improve what had already been one its most successful e-mail marketing programs. Along with higher e-mail click-through rates, the upgraded TripNotes program now also has produced e-mail open rates 120% higher than Continental’s other e-mail marketing programs, fewer calls to its reservations center, and an increase in revenue from cross-selling hotel and car rental bookings, Schwager says.

"Thanks to the unbeatable integration capabilities of the Responsys Interact platform there`s also opportunity for even greater return on investment,” Schwager says. “Responsys has been instrumental in helping us develop a compelling, long-term campaign strategy and deliver a better travel experience for our customers."

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