• by David Goetzl  @dgoetzl, April 20, 2010

Day 2 of MediaPost's Email Insider Summit began with a keynote by Orbitz CRM chief Ted Wham. Online travel company Orbitz hopes to find a way to use a customer’s social media behavior to generate email marketing targeting them.

Perhaps if there’s a run of Twitter discussion about going to the World Cup this summer, Orbitz can then send emails with hotel deals in South Africa to soccer fans.

“Social has to be incorporated into our system and we’re still struggling with the strategy around it,� Wham said.

Orbitz uses Reponsys as its ESP and Smith-Harmon as its email design agency (S-H is now part of Responys).