Single view of data personalises travel emails

Personalised emails for a prepaid cashcard aimed at travellers are being enabled by a new system deployed at a foreign exchange and business payment company. Travelex is using Communicator’s Enterprise Email Management platform to drive marketing activity for its Cash Passport.

Laura Loades, global marketing manager for Cash Passport at Travelex, says: “Communicator is the perfect tool for allowing us to email our customers with targeted promotions and newsletters that are tailored to the specific needs of our customers.”

The system provides a single enterprise view of all online customer data across channels. By integrating data in a relational structure, it allows users to view all customer touchpoints using web analytics and behavioural modelling. Travelex’s e-marketing managers will be able to develop segmentation strategies that build over time as data quality improves.

John Readman, sales and marketing director of Communicator Corp, says: “Travelex has an unrivalled reputation for delivering superior services to travellers across the globe. They have earned this reputation by investing wisely in systems and technology that put their customers first. Email communication is a perfect tool for strengthening customer relationships and maintaining best practice in customer lifecycle management.”

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