SOURCE: Responsys


September 24, 2009 08:00 ET

Responsys Expands Email Marketing Program for Continental Airlines

Leading Airline Partners With Responsys to Increase Customized Content and Messaging Relevance for Highly Successful TripNotes Email Marketing Program

SAN BRUNO, CA--(Marketwire - September 24, 2009) - Responsys, a global provider of on-demand email marketing and cross-channel campaign management solutions, today announced that the company's longtime customer Continental Airlines (NYSE: CAL) recently partnered with Responsys to modernize its TripNotes email program. The program refresh resulted in 120% higher unique open rates and 300% higher unique click-through rates compared to Continental's other email campaigns, fewer calls to reservations, greater cross-sell revenue from hotel and car rental bookings, and more informed, satisfied travelers.

Using Responsys Interact® Campaign™, the industry-leading SaaS campaign management platform, and working with the Responsys services team, Continental Airlines redesigned its automated pre-flight messages to include updated branding elements, more relevant offers, and more details about the travel destination and itinerary. Triggered three days prior to a flight, each email is dynamically generated and individualized for each customer based on current profile and travel plans.

"The TripNotes program has always been our most successful email program in terms of click-through and open rates," said Kim Schwager, Email Marketing Manager for Continental Airlines. "Thanks to the unbeatable integration capabilities of the Responsys Interact platform there's also opportunity for even greater ROI. Responsys has been instrumental in helping us develop a compelling, long-term campaign strategy and deliver a better travel experience for our customers."

"Today's time-crunched travelers are putting higher expectations on their travel partners, and Continental Airlines is stepping up their marketing to provide more personalized and relevant content to their customers," said Scott Olrich, Chief Marketing Officer of Responsys. "We are proud to work with Continental and help them set a higher standard for customer service."

Continental Airlines has worked with Responsys since 2001 and views email marketing as a significant driver and integral component of the company's overall online sales strategy. For more information on Responsys' work with Continental Airlines, please visit:

About Continental Airlines

Continental Airlines is the world's fifth largest airline. Continental, together with Continental Express and Continental Connection, has more than 2,750 daily departures throughout the Americas, Europe and Asia, serving 133 domestic and 132 international destinations. More than 750 additional points are served via current alliance partners. With more than 43,000 employees, Continental has hubs serving New York, Houston, Cleveland and Guam, and together with its regional partners, carries approximately 63 million passengers per year.

Celebrating its 75th anniversary this year, Continental consistently earns awards and critical acclaim for both its operation and its corporate culture. For the sixth consecutive year, FORTUNE magazine named Continental the No. 1 World's Most Admired Airline on its 2009 list of World's Most Admired Companies. For more company information, go to

About Responsys

Responsys is a leading global provider of on-demand marketing solutions that empower businesses to market more effectively through email, web, print, mobile, and social media channels. Since 1998, Responsys hosted solutions have served as proven alternatives to expensive, on-premise marketing software, helping companies across industries improve the efficiency, effectiveness, and profitability of global marketing operations. Responsys leverages proven methodologies, current best practices, and open technology to offer marketer-centric products and services designed to drive the fastest return on investment (ROI) in the marketing industry. Headquartered in San Bruno, California, Responsys is trusted by companies such as Sears Holdings Corporation and leading brands such as Avis Europe, Chico's, Continental Airlines, Deutsche Lufthansa, Lands' End, LEGO, Men's Wearhouse, PayPal,, StubHub, and UnitedHealthcare. For more information, visit

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 745-1720
    Email Contact