Webjet has taken a 20 percent stake in the company behind the TaguchiMail email marketing platform.
The travel portal said in a statement that TaguchimMail, which Webjet uses in its own campaigns, enabled businesses to increase click-through rates of their campaigns.
It does this by sending out multiple different emails at the start of a campaign.
It then applies algorithms that "vary"- in real-time during the send - elements like subject lines, body copy and call-to-action messages based on what respondents click on.
For example, as emails are still being sent out, the system can mix-and-match the subject line from email A, with the body copy from email B and the call-to-action from email C, without human intervention, and based solely on the open and click-through rates - key performance indicators that marketers use to judge the success of their email campaigns.
"In our view many of the traditional broadcast email processes are reaching the end of their productive life, but the capabilities available from the Taguchimail system create the potential for optimised email to rival the impact of search engine marketing in the Australian environment," Webjet managing director David Clarke said.
Marketing, advertising and public relations conglomerate STW Group also took a 20 percent stake.
The remaining shareholding is split evenly between TaguchiMarketing's executive team, which includes former Webjet marketing manager Dean Maidment.