Holiday Extras Upgrades Email Marketing Capabilities with StrongMail

Integration of StrongMail into Existing Database Infrastructure Lets Holiday
Extras Leverage Valuable Customer Behavioural Data into Email Marketing
Campaigns for the First Time
LONDON--(Business Wire)--
Holiday Extras, the award-winning online provider of UK airport parking and
airport hotel packages, has moved its entire marketing and transactional email
platform to StrongMail. By integrating StrongMail into its existing database
infrastructure, Holiday Extras is able to intelligently leverage valuable
customer behavioural data in its email marketing campaigns for the first time.
In addition, by bringing the email marketing function in-house, the company
expects to save up to £30,000 annually by avoiding external email marketing
agency fees.

Holiday Extras conducts more than 80 percent of its business online and serves
over five million travellers annually. The company recently expanded its
operations to include top-value breaks to a range of UK theme park attractions.
Email is used heavily by Holiday Extras as a primary tool for all customer
marketing and transaction-based services.

The decision to move to StrongMail was prompted by a growing need for the
Holiday Extras marketing team to track email deliverability and customer
behaviour within a single system.

Emma Bates, email marketing manager at Holiday Extra`s, explains the problem:
"The previous external email marketing solution was unable to integrate with our
existing customer database. This meant we could not leverage valuable customer
behavioural data for our email marketing campaigns. This lack of integration
meant we could not connect this data with our email communications, thereby
missing a major revenue opportunity."

After reviewing several options, Holiday Extras chose StrongMail because it
offered the greatest level of integration into the company`s existing customer
database.

Emma Bates said: "Email remains one of the lowest cost options to maintain and
grow our business. By integrating StrongMail tightly into our customer database
infrastructure, we now have a single location from which to send, track and
analyse our customer data. It`s completely changed the way we manage our
marketing and transactional emails and allows us to develop much better, more
relevant and highly targeted content. We`re confident this investment will
completely pay for itself within the next 18 months."

Holiday Extras also took advantage of StrongMail`s strategic consulting services
as it transitioned from using an external agency to manage emails to the new
in-house StrongMail platform.

Following a six-month soft-launch to build a positive sender reputation with
ISPs, Holiday Extras is now sending several million marketing and transactional
emails a month.

Paul Bates, managing director of StrongMail UK, concludes: "When email is as
critical to your business as it is to Holiday Extras, you need to remove all the
limitations that can prevent you from leveraging its full potential, and that`s
where StrongMail shines. The ability to easily integrate StrongMail into a
company`s existing infrastructure is a key reason why so many companies are
empowering themselves and bringing email marketing in-house where it belongs."

About StrongMail Systems, Inc.

StrongMail Systems is the leading provider of commercial-grade solutions for
marketing and transactional email. Offered in both on-premise and hosted models,
StrongMail overcomes the limitations of traditional email service providers and
custom-built solutions, enabling businesses to deliver more relevant, timely and
cost-effective messages. Visit: www.strongmail.com.

StrongMail Media Contacts:
Touchdown PR
James Carter or Emily Gallagher
T: +44 (0) 1252 717040
E: strongmail@touchdownpr.com

Copyright Business Wire 2009