Responsys books Travelodge account for e-mail programs

Share this article:

British hotelier Travelodge tapped Responsys for its e-mail marketing programs in which automated e-mails will be sent to existing customers, encouraging them to stay at the chain's hotels more often using reminder alerts and special offers.

Travelodge previously outsourced its e-mail marketing process, but will now take the campaign in-house using Responsys' Interact software. Responsys will act as a consultant for the process.

"E-mail is the natural choice for a brand like Travelodge with a major online presence," said Stephen Welham , interactive marketing manager at Travelodge. "It allows us to communicate quickly with a wide variety of customer segments and drive traffic to our Web site."

Travelodge offers discounts on hotels. The site communicates with customers on a weekly basis about news, promotions, offers and periodic competitions. Customer profiling e-mails also are used to let customers can set preferences, which helps Travelodge learn more about their needs and interests.

The travel site plans to introduce a more sophisticated e-mail program to further personalize and segment its content. It aims to gain more of an in-depth understanding, and build profiles, of each guest.

"We see the possibilities with e-mail to tailor messaging based on customer profiling," Mr. Welham said. "Over time we want to build a dialogue with customers so we give them news ideas on how to use Travelodge and enjoy great value accommodation."

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

1-800-GOT-JUNK? Cleans Up Its Email Marketing

The junk removal company trashes the batch-and-blast method and focuses on customer loyalty.

News Byte: Exact Data Strikes a Blow for Clean Email Lists

News Byte: Exact Data Strikes a Blow for ...

The company partners with BriteVerify to offer automatic list cleaning to SMB clients.

Oh, Canada! Five Ways to Deal With the Canadian Anti-Spam Law

Oh, Canada! Five Ways to Deal With the ...

A veteran emailer from the North Country tells U.S. marketers how to navigate the new regulations taking effect on July 1.