Vacation.com has further enhanced Engagement, its consumer direct mail and e-mail program, by launching a new member-requested enhancement based on client labels. The feature allows members to assign one or more labels to each record on their client list based on how the agent professionally “categorizes” different segments of their client base. The agent can then decide which group or groups receive each Engagement promotion, dramatically increasing the effectiveness of the promotion while significantly reducing set-up time. The Engagement program turns exclusive offers from preferred suppliers into professionally designed consumer direct mail and e-mail promotions with the member agency as the sole call to action.
Vacation.com employs advanced psychographic information to group travellers into one of 30 naturally occurring clusters called Cohorts, sending promotions only to those clusters that are most likely to respond to that particular offer. Available free to all member agencies, Engagement witnessed dozens of program enhancements in 2009, including the innovative use of Digital Variable Printing, personalized URLs (PURLs), and the opportunity for each agency to acquire new customers from a database of travel-interested consumer prospects for free. (http://www.Vacation.com)