Continental Airlines partners for targeted email marketing programme
Continental Airlines has selected email marketing and marketing automation solutions company Silverpop as its email service provider for the United Kingdom and Ireland.
The US-based airline says that travellers are researching trips and fares more carefully than ever, so travel providers must maintain a constant and highly relevant dialogue with potential customers to influence purchasing decisions and increase customer loyalty within this highly competitive space.
Continental says it will use Silverpop’s tools such as Send Time Optimization and Share-to-Social to send email messages when recipients are most likely to open them, and let email subscribers share favourite messages to social networking sites.
Continental Airlines uses its existing email program to increase travel from its nine UK and Irish airports to New York and across the Americas by providing special fare offers to subscribers.
To remain top of mind, the airline says it also distributes quarterly newsletters and important updates to its trade and corporate clients — such as increased services from Heathrow to New York and the recent introduction of their BusinessFirst Flat Bed Seat. The airline now plans to integrate several of Silverpop’s proprietary features into these campaigns to extend reach and connect with consumers at optimal times.
Shelley Hinde, marketing manager of Continental Airlines for the UK and Ireland said: “Share-to-Social will be fantastic for increasing Continental’s exposure to like-minded individuals and we also look forward to watching Send Time Optimization increase our interaction with customers by reaching them at the right time.”