Travel firm selects Communicator e-mail system

The Co-operative Travel has selected the new version of the Communicator enterprise e-mail management system from Communicator Corp to manage e-mail marketing and communication.

E-mail is at the centre of the Co-operative Travel's customer service and relationship management strategies, and the Communicator platform will manage the e-mail activities involved in these processes.

The new version of Communicator has the ability to integrate online customer data from all business processes and channels into a single enterprise view.

The enterprise-level system's claimed superior relational data structure integrates information from all customer touch points, enabling users to unlock the full value of that data.

With Communicator, organisations are able to create relevant, enterprise-wide e-mail messages such as promotions or newsletters that are tailored to the specific needs of individual recipients.

Organisations can also perform through enterprise-level web analytics and behavioural data modelling.

With Communicator in place, the Co-operative Travel can manage and control its customer e-mail marketing and communication activities even more effectively.

In addition, Communicator Corp, acting in a consultative role, will use the new version of Communicator to enhance the Co-operative Travel's data collection strategy, continuously refining the quality of customer data held to ensure ever more relevant and targeted campaigns.

The Co-operative Travel's customers and prospects enter very targeted and focused behavioural campaigns, with offers such as 'limited number of rooms available'.

This activity can boost conversion numbers by up to 50 per cent within the first 48 hours of an e-mail arriving.

The new system will also be utilised in the delivery of the Co-operative Travel's pre- and post-departure e-mail programme aimed at further boosting conversion rates through customer lifecycle messaging, including cross- and up-sell opportunities.

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