Epsilon Digital Marketing Solutions Take Off in India

Mumbai: Epsilon, the industry's leading marketing services firm, announced today that Kingfisher Airlines, India's only Five Star airline, rated by Skytrax, will implement Epsilon's DREAMmail platform to engage with their rapidly growing base of domestic Indian and global travellers. Kingfisher Airlines will leverage Epsilon's global experience in providing sophisticated marketing services to the travel industry, to improve customer engagement and to drive efficiencies in its digital marketing initiatives.
Kingfisher Airlines will use Epsilon's DREAMmail platform to deliver highly personalised and targeted communications to its customer base, including members of the King Club India's fastest growing and most rewarding frequent flyer loyalty programme. A combination of weekly and monthly strategically designed email communications will promote Kingfisher Airlines' routes to 70 destinations, including London, Dhaka, Colombo and Dubai. Kingfisher Airlines will also leverage DREAMmail to engage with its guests, associates and partners around Kingfisher
Airlines' sponsorship of the popular Force India Formula One Team.
Kingfisher Airlines selected Epsilon for its strong market presence and unique and flexible e-mail management expertise," according to Vikram Malhotra, Vice President, Marketing, Kingfisher Airlines Limited.
"Epsilon has an established track record in helping companies achieve measurable return on their marketing dollars, which was a key factor in our decision to engage with Epsilon. We are now able to effectively manage, track and segment data for our marketing needs- most importantly we can measure the impact of our marketing outreach activities in a better manner."
Epsilon's DREAMmail helps build customer loyalty and measure campaign effectiveness at all points of the campaign to maximise marketing budgets. Key features of the platform included advanced segmentation and data management capabilities which enable companies to segment data by demographics as well as areas of interests or purchase history; list enhancement which is critical to maintaining accurate, up-to-date information on customers for permission-based email marketing; and inbound mail processing capabilities to ensure fast response times.
The platform also supports dynamic personalisation and campaign optimisation enabling automatic deployment of the most effective marketing content, triggered messaging, and centralised customer communications. In-depth campaign analysis and reporting empower marketers with real-time campaign analytics for evaluation at any stage of a campaign, and
visibility into specific customer results and data, based on the level of analysis required.

"The ability of DREAMmail to integrate seamlessly with a client's internal database infrastructure and content management systems, combined with our truly global delivery management and client services infrastructure are key determinants when global marketers are looking for partners to support the growing needs of transparent and accountable marketing spend " said Dominic Powers, Senior Vice President, Asia Pacific, Epsilon International. "We're seeing tremendous demand for integrated marketing solutions that yield high return-on investment across Asia Pacific, and India is no exception."

India is a burgeoning market for digital marketing solutions with the third largest Internet population in Asia and 3.13 million broadband users. According to the Internet & Mobile Association of India (IAMAI), 98% of Internet users are accessing the Internet for email and IM,
offering companies an effective channel for reaching India's increasingly Internet savvy consumers. This number will only continue to grow as the Indian Government continues to drive initiatives to facilitate the broadening of Internet access through reduced broadband
subscription costs and the development of language fonts to remove language and localisation content barriers. "We are very pleased to be able to have Kingfisher Airlines joining our client roster, and this latest win further exemplifies the momentum that digital marketing is gaining in India and cements Epsilon's leadership in this area," said Adrian Hoon, Vice President, Asia, Epsilon International.

Epsilon has been working with leading Indian marketers for more than 5 years now and more than doubled its customer base in India during its last financial quarter ending December 31, 2008. To meet growing market demand, the company recently announced plans to strengthen its presence in India this year. Travel services represent a key sector for Epsilon's digital marketing solutions, in which Epsilon is a market leader. According to the results of a recent Branding Study conducted by ROI Research and Epsilon, email marketing can have a significant positive impact on consumer travel purchasing behaviour and brand loyalty, with 79% of travel consumers booking travel online as a direct result of receiving an email and 50% saying they feel more loyal towards travel companies sending permission-based emails.

Epsilon recently added Air China to its growing list of travel sector clients which include some of the biggest names in air travel and related services such as Air Asia, Northwest Airlines, Travel.com.au, ZUJI and Virgin Blue. The world's largest permission-based email provider for marketing and customer service applications, Epsilon also represents brand name clients in the hospitality/travel areas including Hilton, Marriott, InterContinental Hotels Group, Walt Disney, La Quinta Inns & Suites, and Grand Circle Travel.
12/06/09 PRESS RELEASE/Epsilon

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Categories: Foreign Jun 2009, Kingfisher Jun 2009, New Jun 2009