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:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Engagement: The Secret Ingredient to a Tasty Marketing Campaign

Engagement: The Secret Ingredient to a Tasty Marketing ...

Organic yogurt company Stonyfield says it's discovered the right recipe for an enthralling digital campaign.

8 Email Marketing Myths Debunked

8 Email Marketing Myths Debunked

Our experts set the record straight.

How to Craft Engaging Emails

How to Craft Engaging Emails

Pushing past the inbox clutter and noise may not be as tough as some marketers may think.