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e-Dialog and British Airways Honoured with Econsultancy Innovation Award

Dépèche transmise le 9 février 2011 par Business Wire

e-Dialog and British Airways Honoured with Econsultancy Innovation Award

LONDON & BURLINGTON, Mass.--(BUSINESS WIRE)--Marketing technology and services company e-Dialog has been awarded the prize for Innovation in E-mail Marketing in this year’s Econsultancy Innovation Awards as a result of its work with global airline British Airways. The award recipients were announced via press release and are being celebrated for their pioneering developments in digital marketing and e-commerce at a Winners Dinner on Feb. 9.

“With travel e-mails being among the most popular for subscribers, the convenience of mobile e-mail allows them to access their inboxes while they are on the move. Thus, the need to optimize relevant e-mail messages for the small screen based on consumer data is particularly important.”

e-Dialog, a company within the GSI Commerce Inc. (NASDAQ: GSIC) Global Marketing Services division, received this honour for its campaign with British Airways to promote the airline’s new Executive Club mobile application for its loyalty club, which was launched in summer 2010. The new application allows club members to manage their account and reservations, check-in, and access real-time flight information via their mobile device, with versions developed for BlackBerry, iPhone and Android devices.

The campaign targeted British Airways’ Executive Club members to drive application downloads based on the user’s specific smartphone. It combined an understanding of historical user data of e-mail on mobile devices, to make sure that members received the news of the application in the format best suited for the device they most commonly use to check their e-mail.

The award recognises the success of the campaign, which saw British Airways achieve more than 70,000 clicks and which doubled download targets over the course of the marketing campaign. e-Dialog worked with British Airways’ other creative agencies, Agency.com and OgilvyOne, on the project.

“For such an esteemed judging panel to acknowledge our work highlights the innovation that is possible in our industry and it is an honour to be awarded the title of most innovative e-mail marketing campaign,” said Simone Barratt, MD of e-Dialog International. “With travel e-mails being among the most popular for subscribers, the convenience of mobile e-mail allows them to access their inboxes while they are on the move. Thus, the need to optimize relevant e-mail messages for the small screen based on consumer data is particularly important.”

The judging panel – which included Ashley Friedlein from Econsultancy and an international panel including BBC, Mercedes-Benz, Dell, Telefonica (O2), Dupont, BT, Net-a-Porter, MindShare, bigmouthmedia, SMAC, and Newsforce - commented: “It was a smart and progressive e-mail marketing campaign that – as well as being innovative in its scope – generated some great results.”

For more information on British Airways’ mobile e-mail marketing campaign, visit: http://www.e-dialog.com/pdf/ED160_British_Airways_MobileMarketing.pdf

NOTES TO EDITORS

About e-Dialog

Established in 1997, e-Dialog empowers marketers to meaningfully connect with customers by engaging in relevant conversations through e-mail, mobile devices, social networks, e-commerce and at the point of sale. e-Dialog’s technology and services give marketers direct access to timely customer insight that drives targeted and opportunity-rich consumer dialogs. With e-Dialog, marketers quickly transform conversations into conversions and evolve customer relationships from the newly acquired to the highly engaged.

Consistently recognized by top analyst firms for both outstanding service and first-class technology, e-Dialog is a global provider to some of the world’s most recognized brands, including AirTran Airways, Avis Budget Group, Boots, British Airways, CVS/pharmacy, Nintendo, the NFL, PETCO, and The TJX Companies. With offices in Boston, London, New York, Seattle and Singapore, e-Dialog is a wholly owned subsidiary of GSI Commerce Inc. (Nasdaq: GSIC). For more information, visit http://www.e-dialog.com.