Epsilon to Now Provide Permission-Based Email Marketing Services; Will Continue to Support and Manage La Quinta Returns Loyalty Program
Alliance Data Systems Corporation, a leading provider of loyalty and marketing solutions derived from transaction-rich data, today announced that its Epsilon subsidiary has signed a new multi-year agreement with Dallas-based La Quinta to provide permission-based email marketing services. In addition, La Quinta has also agreed to renew its existing agreement for Epsilon’s ongoing support and management of La Quinta Returns, its frequent guest program.
An Epsilon client since 2002, La Quinta is one of the largest operators of mid-scale hotels in the United States, with over 80,000 rooms. La Quinta operates and provides franchise services to more than 790 hotels in the United States, Canada and Mexico under La Quinta Inn and La Quinta Inn & Suites brands. The La Quinta Returns program allows its members to earn points redeemable for future reservations at La Quinta hotels as well as airline miles or credits, gift cards and more.
The loyalty marketing database platform Epsilon provides supports La Quinta’s frequent guest program, La Quinta Returns. This program is geared toward increasing repeat customers, increasing the number of La Quinta Returns program members and enhancing customer service to existing La Quinta Returns members. Epsilon’s state-of-the-art email marketing platform will enable La Quinta to create and deploy permission based targeted emails leveraging customer data that is collected through the various customer touchpoints. In addition, La Quinta will leverage Epsilon’s analytics services which help them better target customers, resulting in incremental stays. In addition, these services will help identify potential attrition risks and opportunities to better communicate to those individuals.
“Over the course of our relationship with Epsilon, we’ve experienced significant growth and return on our marketing investment. The addition of email marketing services represents the next phase in our growing partnership,” said Mike Case, vice president of loyalty marketing at La Quinta. “As our network expands and we build our brand, Epsilon provides unique and relevant opportunities to connect with our customer base.”
According to Bryan Kennedy, president of Epsilon, “We are excited to expand our partnership with a long-standing client like La Quinta. With vast travel and hospitality experience, Epsilon is well-positioned to provide the services and functionality needed by La Quinta to support the accelerated growth of the Returns program.”