Continental Airlines and The Lacek Group Recognized
03.24.2009
MINNEAPOLIS, MN
Email Breakthrough Report, a quarterly publication highlighting leading trends for the email industry, has recognized Continental Airlines as a leader in the email channel for its monthly OnePass Statement Notification. Continental’s email campaign garnered kudos for outstanding content and creative execution, sophisticated email technology application, innovative digital marketing techniques and a commitment to an exceptional user experience.
“I am very pleased and proud of this accolade,” said Brand Marketing Managing Director Kevin McKenna. “I especially appreciate the collaborative efforts of Brand Marketing, Loyalty Marketing and The Lacek Group, our OnePass marketing partner, to make a great customer experience for our One Pass members.”
Retaining a loyal customer base is key to driving market growth, especially during challenging economic times, and email is one of the most effective marketing tools used to achieve customer retention. Continental’s OnePass Statement Notification enables the brand to communicate regularly with frequent flyers and engage them with content tailored specifically for them. Lacek designed a template that pulled from more than 200 different offers and assembled them with dynamic content, resulting in a powerful statement that presents each customer with a customized menu of up to 14 offers based on their prior purchase history and geographic location.
“At the onset of this project, our goal was to increase the effectiveness and personalized nature of communications to Continental’s frequent flyers,” said Bill Baker, President of The Lacek Group. “And now the Continental OnePass Statement Notification is one of the brand’s most successful email campaigns in terms of flight revenue generation, and we are very proud of that.”
Email, more than any digital channel, has cemented itself at the center of the digital customer relationship, and the Email Breakthrough Report was developed to showcase best-in-class email programs. Developed by StrongMail Systems, the leader in marketing and transactional email solutions, the report uses contributions from email experts who scour the Internet and their respective in-boxes for programs that truly demonstrate the power of the email channel. Each expert is responsible for reviewing more than 100 email programs from specific industries. These programs are narrowed down to three finalists within each vertical. Among the three finalists, a best-in-class program is selected in each vertical, and is featured in the quarterly Email Breakthrough Report.
“Email marketing is a dynamic discipline that is continually evolving, and marketers can significantly improve the performance of their campaigns by adopting the strategies and techniques featured in the Email Breakthrough Report,” said Peter Norton, Director of Strategic Services at StrongMail Systems. “As email volumes increase and consumers tighten their belts in the current recession, it’s more important than ever for companies to distinguish their emails through superior execution, compelling offers, helpful tools and eye-catching design.”
The Lacek Group is a data- and behavior-driven direct marketing agency specializing in the development, communication and ongoing management of customer loyalty programs.
03.24.2009
MINNEAPOLIS, MN
Email Breakthrough Report, a quarterly publication highlighting leading trends for the email industry, has recognized Continental Airlines as a leader in the email channel for its monthly OnePass Statement Notification. Continental’s email campaign garnered kudos for outstanding content and creative execution, sophisticated email technology application, innovative digital marketing techniques and a commitment to an exceptional user experience.
“I am very pleased and proud of this accolade,” said Brand Marketing Managing Director Kevin McKenna. “I especially appreciate the collaborative efforts of Brand Marketing, Loyalty Marketing and The Lacek Group, our OnePass marketing partner, to make a great customer experience for our One Pass members.”
Retaining a loyal customer base is key to driving market growth, especially during challenging economic times, and email is one of the most effective marketing tools used to achieve customer retention. Continental’s OnePass Statement Notification enables the brand to communicate regularly with frequent flyers and engage them with content tailored specifically for them. Lacek designed a template that pulled from more than 200 different offers and assembled them with dynamic content, resulting in a powerful statement that presents each customer with a customized menu of up to 14 offers based on their prior purchase history and geographic location.
“At the onset of this project, our goal was to increase the effectiveness and personalized nature of communications to Continental’s frequent flyers,” said Bill Baker, President of The Lacek Group. “And now the Continental OnePass Statement Notification is one of the brand’s most successful email campaigns in terms of flight revenue generation, and we are very proud of that.”
Email, more than any digital channel, has cemented itself at the center of the digital customer relationship, and the Email Breakthrough Report was developed to showcase best-in-class email programs. Developed by StrongMail Systems, the leader in marketing and transactional email solutions, the report uses contributions from email experts who scour the Internet and their respective in-boxes for programs that truly demonstrate the power of the email channel. Each expert is responsible for reviewing more than 100 email programs from specific industries. These programs are narrowed down to three finalists within each vertical. Among the three finalists, a best-in-class program is selected in each vertical, and is featured in the quarterly Email Breakthrough Report.
“Email marketing is a dynamic discipline that is continually evolving, and marketers can significantly improve the performance of their campaigns by adopting the strategies and techniques featured in the Email Breakthrough Report,” said Peter Norton, Director of Strategic Services at StrongMail Systems. “As email volumes increase and consumers tighten their belts in the current recession, it’s more important than ever for companies to distinguish their emails through superior execution, compelling offers, helpful tools and eye-catching design.”
The Lacek Group is a data- and behavior-driven direct marketing agency specializing in the development, communication and ongoing management of customer loyalty programs.
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