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TRAVELSCENE INTRODUCES PERMISSION-BASED EMAIL MARKETING TO PROMOTE EUROPEAN CITY BREAKS

Added: (Thu Jan 04 2001)

Pressbox (Press Release) - TRAVELSCENE INTRODUCES PERMISSION-BASED EMAIL MARKETING TO PROMOTE EUROPEAN CITY BREAKS

20 December 2000
For immediate distribution e2 Communications # 0016

e2 Communications, a leading application service provider (ASP) specialising in automated, interactive email marketing solutions that enable companies to acquire, track, target and retain customers, today released details of a new contract to supply its flagship product, e2Mail Center™, to Travelscene, one of the UK’s leading independent city breaks companies.

“Travelscene.co.uk is a first generation web site, which is still growing and developing and we needed a means of driving people to the site and encouraging repeated use,” explained Kirsten Arcadio, Senior Marketing Executive at Travelscene. “With more than 150,000 hits a week on our web site, it has, until now, been very difficult to evaluate and track potential customers, their respective interests and wants.”

“By using e2’s solution, we hope to develop a substantial email community of existing and potential customers. We also want to build a profile of who our e-customers are and gain a better understanding of how best to deliver the kind of products, information and services they expect from our web site,” said Kirsten. “In addition to building a new customer database and tracking visitors to specific areas of our site, the new system will provide an effective means of managing and responding to subscribers of our email newsletter.”

Prior to adopting the e2 service, Travelscene could only review web statistics based on page views and had no real means of tracking online visitors. To compete successfully in the travel industry, Kirsten said that it was critical that the company be able to understand its customers and develop better one-to-one, business-to-consumer relationships.

e2Mail Center is easily configured via any web browser to deliver targeted messages to individual customers. This allows Kirsten to create and administer Travelscene’s email marketing campaigns from any Internet-enabled PC. Given the scalability of the solution, a campaign can be launched in the morning and responses can be evaluated on the same day or in the days ahead.

“We have already sent out two newsletters and one short bulletin to our email community,” said Kirsten. “These resulted in a 12 percent click-through to our web site and we have already experienced a noticeable increase in email enquiries on the days of mail outs.”

Commenting on Travelscene’s selection of an ASP that would facilitate its online marketing objectives, Kirsten said: “We did not want to buy a very expensive tracking product, which would offer only limited applications and result in infrequent use, so an email marketing tool seemed just right. In addition, e2 Communications is extremely customer focused and the solution is flexible enough to allow us to manage it within our own marketing department. e2’s customer support system also means our campaigns can be managed by marketers without requiring the involvement of the IT department.”

Jeff Barnes, Vice President, of e2 Communications, Europe, explained the benefits of his company’s offering by saying: “Cost and speed are always important considerations for direct marketers and the cost of setting up this service virtually negligible when you consider the potential ROI. The ongoing cost tends to be measured in pence per email, and is dependant on the total volume distributed.”

As an ‘opt-in’ email marketing application, e2 Mail Center only targets web site visitors who have voluntarily provided their contact details and thereby consented to receive further information. By applying patent-pending Adaptive Sequenced Messaging software (ASM), the system is able to dispatch content-rich, user-specific email communications which take into consideration factors such as: a web user's demonstrated preferences; purchasing history; browsing behaviour; and responses to on-line forms. e2 can offer segmentation at an individual user level, as well as evaluating demographic market groups.

“Our main business objective is to help e-marketers maximise their Internet presence by providing the industry’s most comprehensive, self-service platform for rapidly deploying personalised, sequenced email message,” said Jeff. “We have worked closely with other companies in the travel and tourism sectors, such as Thomas Cook and the British Tourist Authority, and it has proved particularly effective in building one-to-one relationships and disseminating information that is relevant to the recipient - a fundamental prerequisite for success in the travel industry.”

About Travelscene
Travelscene is an independent, travel company with a wide range of package deals involving travel by air, rail and road to more than 100 city destinations throughout Europe and North America. The company provides detailed information on two to five star accommodation (including 360-degree panoramic views of most hotel suites and surrounding areas) as well as points of interests and suggested activities for each city or region. Travelscene offers departures from 27 airports throughout the UK and also provides suggestions on a multitude of self-drive holidays to France, Belgium, Holland and Germany.

About e2 Communications
With offices in the United States and Europe, e2 Communications is an application service provider and developer founded with the purpose of making email the most targeted and cost-effective method for companies to communicate with prospects and customers. By combining the immediately actionable power and economics of Internet email with traditional sales and marketing techniques, the award-winning e2Mail Center? gives companies the instant ability to build personalised relationships with customers. Using patent-pending Adaptive Sequenced Messaging (ASM) technology, e2Mail Center is an integrated closed-loop e-marketing platform that combines data capture, messaging fulfilment, analysis and reporting in a hassle-free hosted environment.

Headquartered at Richmond, Surrey, e2 Communications Europe has already established a strong reputation through its servicing of a full range of accounts, including Dell, IBM and Thomas Cook. More information on the company can be found at its Website, http://www.e2communications.com/.

This news release (and illustration where provided) is issued in accordance with Clause 1.2j of the British Codes of Advertising and Sales Promotion and therefore cannot be subject to a transaction of any kind.


For further information, please contact:
PR Agency Contact:
Greg Spears, Jason Lee
Insight Marketing Concepts
Tel: +44 1344 871 900
Fax: +44 1344 871 999
Email: gregs@insightgroup.co.uk
Email: jasonl@insightgroup.co.uk

Client Contact:
Jeff Barnes
e2 Communications Europe
Tel: +44 20 8940 2508
Fax: +44 20 8940 5540
jbarnes@e2communications.com

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