The , which covers the Norfolk Broads, Cambridgeshire and Suffolk, said Arvato Loyalty Services would primarily be used to develop an outbound sales programme and to re-engage existing members.
The agency will also handle payment of membership fees and mailing of membership packs, as well as managing ongoing communications and bookings across East of England Tourism's relationship management business.
EET, one of 10 existing regional development agencies in the UK, said it was currently working on marketing the region to six countries, having relaunched in January after a restructuring programme last year.
Arvato will be expected to develop a commercial partnership to grow membership levels and raise the Anglia region's profile nationally and internationally.
David Beardmore, head of new business at Arvato Loyalty Service, said: "Like the EET, we believe in the importance of developing brand experience across all customer touchpoints.
"We are therefore confident that we have the right combination of staff, technology and expertise to provide the EET with the right level of support required to fulfil their objectives."