Strongmail system leverages behavioural data

Holiday Extras has moved its entire marketing and transactional e-mail platform to Strongmail to leverage customer behavioural data in its e-mail marketing campaigns.

By bringing the e-mail marketing function in-house the company expects to save up to GBP30,000 annually by avoiding external e-mail marketing agency fees.

E-mail is used heavily by Holiday Extras as a primary tool for all customer marketing and transaction-based services.

The decision to move to Strongmail was prompted by a growing need for the Holiday Extras' marketing team to track e-mail deliverability and customer behaviour within a single system.

Emma Bates, e-mail marketing manager at Holiday Extras, said: 'The previous external e-mail marketing solution was unable to integrate with our existing customer database.

'This meant we could not leverage valuable customer behavioural data for our e-mail marketing campaigns.

'This lack of integration meant we could not connect this data with our e-mail communications, thereby missing a major revenue opportunity.

After reviewing several options, Holiday Extras selected Strongmail because it offered the greatest level of integration into the company's existing customer database.

Holiday Extras also took advantage of Strongmail's strategic consulting services as it moved from using an external agency to manage e-mails to the new in-house Strongmail platform.

Following a six-month soft-launch to build a positive sender reputation with ISPs, Holiday Extras is now sending several million marketing and transactional e-mails a month.

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