News & Events

New Marketing Strategy for Travelodge More Than an Overnight Stay
Responsys Kicks off Email Customer Retention Campaign for Leading UK Value Hotel Name

Redwood City, Calif. – February 7, 2007 – Responsys, a premier provider of on-demand email and marketing automation solutions, announced that Travelodge, the fastest growing hotel company in the UK, will use Responsys' industry-leading email marketing automation solution, Responsys Interact®, as the platform for its new email marketing campaign. Automated emails will be sent to existing customers, encouraging them to stay at the chain's hotels more often, through reminder alerts and special offers.

Responsys will also play a consultative role on the campaign, using its extensive knowledge of email best practices to help create an email marketing strategy that best suits Travelodge's needs. Responsys was first choice due to its considerableexperience managing email campaigns for global brands in the travel and hospitality sector.

Previously, Travelodge outsourced the whole of its email marketing process, but it will now take the campaign in-house using Responsys Interact software. It plans to augment current marketing efforts to include new email programmes to address different parts of the customer lifecycle and further personalise the content of direct communications to better reflect the company's relationship with each customer. As well as increasing the revenue from bookings, Travelodge also aims to gain more of an in-depth understanding of its customers, as the software will allow it to carefully segment its database, building profiles of each guest.

"The Responsys Interact platform is proving easy to use and is giving us more control over the deliverability, content and effectiveness of our customer retention emails," said Stephen Welham, interactive marketing manager at Travelodge. "Responsys has been on hand from the outset laying the foundations of the campaign and showing us how best to use the Interact platform to our advantage."

"It has been a pleasure to work with a large chain such as Travelodge who understands the value of the individual customer and the importance of tailoring marketing messages to individual lifecycles," said Andy Priest, chief customer officer at Responsys. "Once the email marketing campaign is well under way, the next step will be to introduce mobile marketing, so that Travelodge can communicate with its customers wherever they are."


About Responsys
Responsys is a leading global provider of on-demand marketing solutions that empower businesses to market more effectively through email, direct mail, and mobile channels. Since 1998, Responsys hosted solutions have served as proven alternatives to expensive, on-premise marketing software, helping companies across industries improve the efficiency, effectiveness, and profitability of global marketing operations. Responsys leverages proven methodologies, current best practices, and open technology to offer marketer-centric products and services designed to drive the fastest return on investment (ROI) in the marketing industry. Headquartered in San Bruno, California, Responsys is trusted by leading brands such as 24 Hour Fitness, Apple, Avis Europe, Continental Airlines, Deutsche Lufthansa, Intrawest, Lands' End, PETCO, and Salesforce.com. Responsys is recognized as a market category leader by Forrester Research and JupiterResearch in their most recent evaluations.

Responsys®, Responsys Interact®, Individualized Lifecycle Marketing™ and Engage at Every Stage™ are trademarks of Responsys Inc. All other trademarks and registered trademarks are the properties of their respective owners.

Media Contacts
Kimberly Canedo
Responsys
Tel: (650) 745-1720