Visit London ups email open rates

Visit London has witnessed a 104 per cent increase in email open rates in the past six months, since revamping its email marketing strategy by appointing ExactTarget and Webtrends.
The official visitor organisation for the capital now draws upon subscriber browsing history and purchase history to target and send the most relevant content to its email subscribers, increasing relevancy, engagement and return on investment.
Visit London posted the results using ExactTarget’s email marketing technology in tandem with its recent integration of Web analytics provider Webtrends to deliver the most targeted email to subscribers.
Visit London digital business analyst Chris Moon said: “Managing data correctly to send relevant messages to subscribers is the key to email and online success. With ExactTarget and Webtrends we better understand who our subscribers are and how they want to interact with us, so we make sure the content is relevant for each subscriber, based on their unique preferences.
ExactTarget senior director of partner marketing and alliances Scott Roth added: “Visit London can now effectively use its website data to create automated email and interactive marketing programmes tailored specifically to the unique needs and preferences of its customers in London and around the world.”
The news comes one day after ExactTarget announced its next generation of integration with Webtrends, giving customers the ability to power and track email campaigns and website data within a single user interface.
ExactTarget clients include Expedia.com, Sun Microsystems, Value Retail, World Society for Protection of Animals and Gulf Air.

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