Carlson Wagonlit Travel Pick's ExactTarget Software For Local Campaigns
According to ExactTarget, Indianapolis, IN, ChannelConnect lets Carlson Wagonlit associates to incorporate local promotions, messages from local agents, exact airfares from the local airport and other local content into customer e-mails designed and controlled by the franchiser's office. The company also is facilitating target marketing to clients with certain demographic profiles and specific interests such as cruises, family vacations or Hawaiian holidays by allowing campaigns to be delivered to segmented customer lists with a few simple commands.
The software has been integrated with Carlson Wagonlit Travel's proprietary Q3 customer database system, allowing customer lists to be extracted from Q3 and inserted into ChannelConnect for email delivery with one click. ChannelConnect then provides email tracking data on customer interests to the Q3 system to help build customer profiles for future list segmentation.
The franchisee rollout of the ExactTarget software follows an adoption by Carlson Wagonlit Associates' marketing department, which has been using the system for design, delivery and tracking of email communications to an opt-in list of nearly 90,000 customers since July. The software allows marketing personnel to handle email functions without assistance from technical staff, produce email campaigns in one day, and monitor recipient click-through behavior.