JetBlue working with e-Dialog on e-mail marketing, loyalty program

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JetBlue Airways is working with e-mail service provider e-Dialog to power its e-mail marketing messages and revamp its TrueBlue loyalty program.

JetBlue is using e-Dialog's software to create e-mail campaigns in-house. The airline is also collaborating with the agency's team on e-mail strategy, as well as technical and data services. The airline is trying to make its e-mail program more competitive, focusing on including customer preference and behavioral data in promotional, transactional and triggered messages.

“Each of our customers is unique and valuable, and we want to respect these attributes in our e-mail communications,” said Danielle Compitello, e-mail marketing manager for JetBlue, in a statement.

e-Dialog is also managing JetBlue's data integration, content management, segmentation and dynamic custom publishing. The agency is also creating a reengagement program for consumers that visit the JetBlue site and begin to register for the loyalty program, but do not complete it.

“The hope is to get them to sign up to be a TrueBlue member. It is almost like an abandoned shopping cart program,” said Nicole Russell, account manager at e-Dialog. “It is just reminding them that they went through the process and they might want to come back.”

The two companies are also creating an e-mail strategy for the relaunch of the TrueBlue program next month. On that effort, Russell said: “We are helping them develop a strategy about how to talk to TrueBlue members differently from people who have just signed up for e-mail.”

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