Expedia expands e-mail efforts to Asia Pacific region

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Expedia is expanding its e-mail program into Australia, New Zealand and India. The travel site will be working with e-mail services firm e-Dialog, its current e-mail provider, to expand its e-mail newsletter and marketing activities into these Asia-Pacific marketplaces. 

The expansion into the Asia Pacific region follows Expedia's e-mail expansion into the European marketplace over the last year or so. Since November 2007, the brand has been sending e-mail in the U.K., France, Germany and the Netherlands.

Expedia and e-Dialog originally teamed up in 2007 to automate Expedia's e-mail marketing across all of its points of sale, focusing specifically on targeted cross-sell and up-selling. Over the life of the partnership, e-Dialog has worked with Expedia on targeting tactics and trigger-based campaigns.

For the European market, this includes weekly trigger-based newsletters with deals and offers developed for each specific marketplace.

Triggers automatically added dynamic content to the e-mails for other Expedia services, such as hotel bookings and car rentals, based on a customer's personalized profile and site behavior.  In addition, mailings have been tailored based on a customer's actions in these newsletters.

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