By Seb Joseph

Rather than bombard customers with sales emails, Virgin Holidays is introducing more personalised alternatives that won’t chase open rates and click-throughs.

The shake is gathering momentum going into the peak holiday season. “We [Virgin Holidays] want to be less reliant on trading-focused emails and move to a more customer-centric approach For example, where the content of the email is dictated by what is relevant and useful to that individual customer at a given moment in time.”” said Saul Lopes, strategic insights and loyalty manager at Virgin Holidays.

So, whereas before the business might have fired out a hoard Read full story ›

Source: The Drum