As part of the new deal, customer and prospect intelligence will be used to drive strategic direct marketing campaigns across multiple channels. These include email, which will be broadcast via a new email platform, dbg ecos.
“With a customer database, we can work with dbg to carry out some intelligent data modelling and profiling,” said Paul Hopkinson, recently appointed head of marketing for Travelbag. “Armed with this information we can carry out more targeted campaigns and send relevant offers and information to our existing and prospective clients.”
He added: “We will also be using the email platform alongside direct mail, implementing a test and learn program to optimise our marketing communications and deliver a higher ROI.” Travelbag has embarked on a growth strategy based around customer retention and acquisition through targeted direct marketing.