Low-cost airline easyJet is targeting UK business travellers in its
first email marketing campaign.
To date, the airline has only sent out email newsletters to its customer
base, but more than 500,000 business users will receive promotional
emails in the £20,000 push.
The text-based email highlights easyJet's European city destinations,
flexible fares and £10 fee for changing flights, as well as its
FTSE 250 ranking.
A link from the email takes users to the airline's web site
(www.easyjet.com), which offers a flight-booking service.
Media agency Carat Interactive planned the campaign, which might lead to
further email promotions from easyJet.
"This sort of campaign seems like a good idea because you can track the
responses that you are getting very exactly ," said Ruth Start,
marketing manager for north west England at easyJet, and the email
She added that it is a timely promotion. "Under the current economic
climate, business travellers are looking closely at costs," she
Carat Interactive organised the promotion alongside sister firm Carat
Message, which specialises in email campaign management. The 500,000
email recipients were drawn from third-party lists.
Alastair Gilchrist, head of e-commerce at easyJet, said that the brand
is planning to make more use of digital technologies in its marketing