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It also is facilitating target marketing to clients with certain demographic profiles and specific interests such as cruises, family vacations or Hawaiian holidays by allowing campaigns to be delivered to segmented customer lists with a few simple commands.

The software has been integrated with Carlson Wagonlit Travel’s proprietary Q3 customer database system, allowing customer lists to be extracted from Q3 and inserted into ChannelConnect for email delivery with one click.

ChannelConnect then provides email tracking data on customer interests to the Q3 system to help build customer profiles for future list segmentation.

This integration between CRM and email marketing systems is a first in the travel industry.

The franchisee rollout of the ExactTarget software follows a successful adoption by Carlson Wagonlit Associates’ marketing department, which has been using the system for design, delivery and tracking of email communications to an opt-in list of nearly 90,000 customers since July.

The software is enabling Carlson Wagonlit's marketing personnel to handle all email functions without assistance from technical staff, produce email campaigns in just one day, and monitor recipient clickthrough behavior, all at very low cost.

ExactTarget has dramatically improved our email promotion efforts at the corporate level, and we expect it to do the same for our local agencies, said Roger E. Block, Executive Vice President of Carlson Wagonit Travel Associate Division. It fits very well with our focus on target-marketing directly to pre-qualified people. Q3 can tell us the kinds of vacation experiences each of our customers prefer, and ExactTarget can help us get the relevant information to those customers quickly and easily.

ChannelConnect’s localization capabilities stem from an exclusive Lock and Publish feature allowing local Carlson Wagonlit offices to quickly incorporate the text and images of their choice into corporate templates that lock branded content into place for a consistent look and feel.

The names, photos and contact information of individual associates can also be dynamically inserted for maximum personalization.

Local affiliates can choose from a comprehensive content library that Carlson Wagonlit’s marketing group has assembled for use in ExactTarget emails, ranging from destination photos and generic beach scenes to cruise ship photos, supplier logos and travel-related articles.

Carlson Wagonlit associates also have the option to build emails from scratch with ExactTarget’s point-and-click design capabilities.

Carlson Wagonlit Travel is a classic example of the value of our ChannelConnect software for franchises, local company offices and others that need to brand globally and email locally, said Peter McCormick, ExactTarget Vice President of Marketing. Corporate marketers can deliver branded content with the assurance that it will remain intact, while franchisees can localize the message and even personalize the email. ChannelConnect enables a large company to accomplish true one-to-one marketing.