EasyJet sets sights on business market

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

campaign's coordinator.



She added that it is a timely promotion. "Under the current economic

climate, business travellers are looking closely at costs," she

explained.



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

mix.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).