It has been proven over and over again that automated, targeted, and relevant email communications drive the highest ROI for marketers. Kayak.com had a nice email today announcing new capabilities with their fare alerts including options related to selecting non-stop flights, one way flights, and filtering by cabin. I also like the fact that you can sign for an alert based on a generic time (e.g. a month) vs. a specific time period.

Overall these types of email communications that drive incremental, automated, targeted, and timely communications are wonderful. More marketers should evaluate their own programs for where these types of campaigns could exist.

For example, other marketers could implement "alerts" tied to...

• Promotion Expiration (e.g. hours before)
• Availability for out of stock merchandise
• Availability of new merchandise in a specific product category or brand

The email creative is below: