Dollar Thrifty Automotive Group Inc. has selected Responsys as its e-mail marketing service provider in a move to make its e-mail program more personalized.
The Dollar Rent A Car and Thrifty Car Rental groups will use the new e-mail service to deliver transactional e-mails and marketing campaigns. This comes as the brand is hoping to interact more directly with its customer base, rather than its travel partners.
“We are trying to drive people to our own branded Web sites to help build loyalty and enhance the customer experience that comes from our own site,” added Tony Ray, director, Internet marketing technology and Web site operations for Dollar Thrifty Automotive Group Inc.
Dollar Thrifty Automotive Group has been sending out blast campaigns but is now planning to send personalized campaigns based on a customer’s preferences or a customers’ behavior on the site. Dollar will be combining the metrics from these e-mail campaigns with its back end Omniture database.
“We’ve been in the e-mail marketing game for about eight years and it has evolved dramatically. We decided that we wanted to expand beyond what we had been able to do and get more personal,” said Charlie Coniglio, VP of e-commerce and global distribution for Dollar Thrifty Automotive Group Inc.
