[My own comments brackets]
Francesca Ecsery, Cheapflights
–Cheapflights learned by doing that it’s very important (and rewarding) to:
•Be relevant when communicating to customers; [Relevancy drives clicks!]
•Research/ask customers about their preferences in order to be relevant (including frequency of communication); [Don’t send e-mails without being asked to do it…]
•Develop triggered communications (triggered upon customer selected events such as price drops…) [Very interesting and dynamic approach!]
–For Cheapflights relevancy proved to be a successful strategy because it:
•Improved response rate, click rate, open rate and unsubscribe rate (e-mail communication); [RELEVANCY!]
•Saved time (and money). The saved time can be used to research and deliver even more relevant communications which support the results above. [RELEVANCY!]
–[RELEVANCY also applies direclty to webpages (personalized content). Google should know a thing or two about relevance due to their ad placement technology]
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