AirTran Airways flies into e-mail with e-Dialog

Share this article:

AirTran Holdings Inc.'s AirTran Airways joins Alaska Airlines and British Airways in tapping e-mail services firm e-Dialog to power its e-mail marketing.

E-Dialog, Lexington, MA, lets AirTran Airways analyze and collect customer data from its various e-mailings. This data is then used to adapt and optimize the airline's customized e-mail campaigns.

"We have a few e-mail lists," said Andrew Chang, manager of marketing strategy at Air Tran Airways, Atlanta. "Net Escapes, our weekly e-mail list that brings our lowest fares directly to consumers, and our A+ Rewards newsletter, which is our monthly newsletter e-mail about our frequent flier program. A+ Rewards goes out to our members."

AirTran Airways is one America's largest low-fare airlines, operating nearly 700 daily flights to 52 destinations nationwide. AirTran Airways' planes are an all-Boeing fleet, some equipped with XM Satellite Radio. The airline's hub is at Hartsfield-Jackson Atlanta International Airport, where it is the second largest carrier.

Air Trans decided to go with e-Dialog, because of the e-mail firm's experience in the airline industry. E-Dialog also will optimize AirTran Airways' e-mail marketing through campaign automation and targeting tactics that include segmentation and custom publishing.

"We have always had an e-mail service provider, Mansell Group, based in Atlanta, GA, but decided that the time was right to make a switch in order to help our business during these competitive times," Mr. Chang said.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions