DMNews Database Weekly: AmericInn modernizes loyalty program

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March 25, 2010 Check out DMNews on your smartphone News AmericInn modernizes loyalty program Nathan Golia AmericInn, a hotel chain with locations in 22 states, launched the "Easy Rewards by AmericInn" loyalty program on March 16. The initiative replaced the chain's "Inn-Pressive Club" program.   Retailers savvier about e-mail subscriber control in 2009: Responsys Dianna Dilworth Retailers are giving consumers more control over e-mail opt-outs, according to a report from Responsys. The Web marketing firm's latest "Retail Email Unsubscribe Benchmark Study" found that 35% of retailers let consumers reduce the number of messages they received during 2009. This number was up from 16% in 2008.   Merkle buys Metzner Schnieder, plans to open loyalty practice Nathan Golia Database agency Merkle acquired loyalty consultancy Metzner Schneider Associates on March 22. Terms of the deal were not disclosed. Merkle is planning to leverage the buy to build an in-house loyalty practice.   GameStop plans revamped loyalty program, expanded downloadable offerings Nathan Golia Video game retailer GameStop will begin testing a revamped loyalty program in May. It will also expand its downloadable offerings, according to its March 18 earnings call for the fourth quarter of 2009. Paul Raines, COO of GameStop, said on the call that the retailer plans to incorporate elements of the MegaCard loyalty program by Micromania, a French video game retailer GameStop bought in 2008.   Barnes & Noble promotes 'Matterhorn' release with e-mail-focused effort Dianna Dilworth Barnes & Noble is running a Web-focused campaign to promote the March 23 release of "Matterhorn," a book published by Grove/Atlantic and El León Literary Arts. The retailer is employing e-mail, paid search, banner ads on BarnesandNoble.com, in-store signage and social media to promote the book, written by Marine Corps veteran Karl Marlantes.   Column Data Appending: Dive Deeper Peg Kuman, CEO, Telematch The need to append a prospect or customer data file with third-party data is a necessity for most intelligence-driven marketers. Missing data, stale or inactive files, data kept in silos within enterprises, inaccurate data entry- all of these "sins" can creep into the database and wear down the success of prospect and customer engagement initiatives. Depending on the application, such data mishaps can even undermine a brand.   DMNews' Essential Guide to Lists, Database Marketing & Data Services The 2009 DMNews Essential Guide to Lists & Databases is now online The 2009 DMNews Essential Guide to Lists and Databases is now available as a PDF file. Click on the image or headline to download it.   Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat

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