Thomas Cook Scheduled Businesses appoints Silverpop to enhance email marketing activity

Digital marketing technology provider Silverpop has been appointed by international travel company Thomas Cook Scheduled Businesses to become the email marketing technology provider for the Netflights, Gold Medal and Pure Luxury brands.

By using Silverpop’s Engage platform and working closely with the Silverpop team Thomas Cook Scheduled Businesses hope to enhance their email marketing activity by incorporating behaviour driven campaigns that focus on targeting customers with bespoke messages.

Alan Williamson, head of e-commerce for Thomas Cook Scheduled Businesses, commented: “Silverpop have an impressive track record in the travel sector and as a result of our partnership, we are working towards targeting customers in a more dynamic and interactive way, delivering messages that contain content that adds real value to their experience.”

Thomas Cook Scheduled Businesses plans to use Silverpop’s technology to drive higher message engagement rates, ultimately generating greater customer conversion. Silverpop will also be working with Thomas Cook Scheduled Businesses to incorporate existing email marketing activity and data with its Engage platform.

Director of sales EMEA for Silverpop, Zahid Jiwa, said Silverpop were “extremely excited to be working with Thomas Cook Scheduled Businesses to take their marketing activity to even greater heights.”

Jiwa added that “achieving cut-through in todays complicated and crowded marketplace is becoming more and more difficult,” and brands need to be more “sophisticated”, they need to “understand [consumer] concerns and interests” and “react to [consumer] behaviours.”

Jiwa continued: “This is exactly the type of customer dedication that Thomas Cook Scheduled Businesses has and it is a real pleasure to work with them to deliver email campaigns that achieve just that.”