Online travel agent Directline Holidays has signed a 12 month contract with RedEye in order to improve online conversion through highly targeted email marketing.
RedEye, the specialist in email and website optimisation, is helping Directline Holidays implement a range of behavioural email programmes across the customer lifecycle. Pre-purchase programmes include welcome, browser and booking abandonment. Post-holiday triggers include thank you for booking, welcome home and booking anniversary. The campaign will also include a reactivation trigger and a weekly newsletter.
As part of the service RedEye will not only be supporting Directline Holidays with the implementation of a targeted behavioural email strategy, but will provide full analysis and reporting on all campaigns (behavioural, transactional and general newsletter) and be designing and building all email creative.
John Lucas, E-Commerce Director at Directline Holidays said, “Here at Directline Holidays we make it our priority to find the right package deals for our customers. It is therefore important to us that this focus on customer attention and satisfaction is supported by the email marketing campaigns we run.
“We’ve been working with RedEye since 2010, and have been extremely impressed with the service they provide. The people at RedEye are not only experts in email, but also provide valuable marketing insight. Working with RedEye and using its behavioural email service has really helped us produce an email marketing strategy that targets our customers.
“RedEye’s fully integrated service, being both an ESP and behavioural email provider, means the company are able to track, collect and process data, as well as design, build and send out campaigns for both our behavioural email programmes and weekly newsletters. With all this happening under one roof we are able to make it part of one strategy, ensuring every subscriber receives the right information at the right time.”
Katie Traynier, Head of Marketing at RedEye said, “We’re delighted to be continuing work with Directline Holidays. It’s always a pleasure to work with a company that understands email is much more than a form of direct marketing to be blasted out across the board. The team at Directline Holidays has a clear strategy and has taken the time to understand and think about exactly what information their customers will want to receive. Previously in the year, one of our new templates improved email revenue by 40%. We are very much looking forward to continuing this success.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
