La Quinta Inns & Suites successfully utilized email marketing to achieve significant audience reach and brand awareness without traditional email campaigns. The findings highlight email's unique audience delivery, highest average frequency, and its effectiveness in targeting desired demographics, particularly business travelers aged 25-64. Future strategies will focus on CRM retargeting to further enhance marketing outcomes.

1. Branding and the
Known Audience
Finding Success in Email…
Without Ever Sending One.

2. Amy Bartle
Director, Media & Digital Marketing,
La Quinta Inns & Suites
Who am I?

3. Email.

4. What I’m Here to Talk About
• Who is La Quinta?
• Why Email?
• The Surprising Results
• What Made Email so Successful?
• Future Strategy

5. Who is
“La Quinta”?

6. Who is La Quinta?

7. Who is La Quinta?

8. Who is La Quinta?

9. Who Do We Want to Reach?
• Travel Frequently
• Repeat Visits
• Price Agnostic

10. Who Do We Want to Reach?

11. Who Do We Want to Reach?

12. Who Do We Want to Reach?
Age:
25-64

13. Who Do We Want to Reach?
Age:
25-64HHI:
75K+

14. How Are We Going to Reach Them?

15. How Are We Going to Reach Them?

16. How Are We Going to Reach Them?
Of course I reach
Male Business
Travelers ages 25-64
with an average HHI
of 75K+!
Everyone’s Mother

17. How Are We Going to Reach Them?
We’re a
Challenger
Brand

18. How Are We Going to Reach Them?
A
B
C
D

19. Why Email?

20. Why Email?
Ummmm….
Isn’t Email a
DR Channel?

21. Why Email?

22. Why Email?

23. Why Email?

24. The Surprising Results
97.2%95.6%95.6%
92.0%91.9%91.9%91.9%91.9%91.6%89.7%89.6%89.5%89.4%88.2%86.6%86.5%85.5%84.7%83.3%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Audience Delivery - Unique Reach
Email had the greatest proprietary audience of any other
publisher, yielding the most unique reach

25. The Surprising Results
3.84
3.30
2.90 2.82
2.59
2.46
2.11 2.11 2.11 2.11 2.04 2.03 1.95
1.78 1.75
1.48 1.37 1.37 1.37
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Audience Delivery - Average Frequency
Email was able to deliver the greatest frequency of any other
publisher

26. The Surprising Results
80% 80%
75%
64% 62% 60% 59%
57%
53% 51% 51% 51% 50% 50% 49% 49%
46%
42% 41%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Audience Delivery - OCR On Target M25-64
The Email audience was 3rd most on target, just behind the
publishers tied for 1st

27. The Surprising Results
7.53%
7.21%
4.68%
3.12%
2.60%
1.04%
0.08%
-0.51%
-1.00%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Network Network liveintent.com Network Network Conquesting TV Data / Pre-
Roll
Sports
BRAND LIFT
Email was able to increase brand awareness by 4.68%

28. The Surprising Results
So Email was…
#1 in unique audience
#1 in highest average frequency
#3 in % On Target
#3 in Lift of Brand Awareness

29. What Made Email so Successful?
Ummmm….
Isn’t Email a
DR Channel?

30. What Made Email so Successful?

31. What Made Email so Successful?
Email is a “Known Audience”

32. What Made Email so Successful?
Email is a “Known Audience”
BusinessTraveler@businesstraveler.com

33. What Made Email so Successful?
Email is a “Known Audience”

34. What Made Email so Successful?
90% of
Desired
Audience

35. What Made Email so Successful?
Email is Uncluttered

36. What Made Email so Successful?
Email is Efficient

37. What Made Email so Successful?
Email is Efficient

38. What Made Email so Successful?
(Known Audience X Intent) – Wasted Spend = DR Success
(Known Audience X Intent) – Wasted Spend = Branding Success

39. What Made Email so Successful?

40. The Future
CRM Retargeting

41. The Future
CRM Retargeting

42. The Future
CRM Retargeting

43. The Future
CRM Retargeting

44. The Future
CRM Retargeting

45. The Future
How Your Use It
Reach
Acquire
DevelopRetain
Inspire