MagnaTech Touts E-Mail Marketing Tools

Montreal-based MagnaTech is promoting two database-management software tools designed to improve an agency’s customer service with computer-to-fax or e-mail itinerary delivery and customized, electronic direct-mail blasts to clients.

By: David Peterkofsky

Montreal-based MagnaTech is promoting two database-management software tools designed to improve an agency’s customer service with computer-to-fax or e-mail itinerary delivery and customized, electronic direct-mail blasts to clients.

The company, with some 400 agency customers, recently reintroduced OneTouch, a software program that lets agents electronically convert itineraries and invoices into faxes or e-mails to the client.

The new version, however, also features a marketing angle: It lets agents include links to other specials posted on their agency’s Web sites.

MagnaTech specifically added that feature to OneTouch to help agencies convert their corporate clients into leisure customers as well, according to Jacques Thibault, MagnaTech’s president.

In addition, Sabre agents using OneTouch can collect the name and address of each client and automatically compile them into a database for future marketing efforts via fax or e-mail. Versions for users of other GDSs are in the works, Thibault said, and in the meantime, agents on other GDSs can use their contact-management databases from Microsoft Outlook or Access.

OneTouch works hand-in-hand with another MagnaTech product, Sales Bot, which can tap into the client information gathered by OneTouch, generate mailing lists and send out personally addressed e-mails to those clients. Agents can tailor the e-mails to incorporate the agency’s logo, color backgrounds and graphics from anywhere on the Web.

“It’s not hype and it’s not spam,” Thibault said of the e-mails. “It’s directed to the individual by name, and if the agent uses our contact manager (a part of OneTouch), they can put in that the client is interested in golf or scuba diving and focus directly on that person’s interests.”

Though there are many customer database products on the market, Thibault suggested that MagnaTech’s products are less labor-intensive for retailers.

“These people have no time,” he said about travel agents. “If they try to manage a database or tab through a whole menu of things to enter data, they’re not going to do it. There are database management systems that are really nice, but that’s what’s wrong with them they’ve been brought to the travel agencies by IT people.”

MagnaTech leases One-Touch and Sales Bot on a month-to-month basis, with that charge determined by the number of staffers using the programs. It charges a startup fee of $270 for OneTouch and $665 for Sales Bot.

Call 888-393-3602. Web site: www.magnatech.com.

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