More customers than ever before want tailor-made solutions
(Almost) anybody can just send e-mails. Many service providers are fighting over this market – although it will become increasingly less important. Because really successful e-mail marketing is tailor-made. Tailor-made to the needs of the e-mail recipients, but also tailor-made to the special requirements of the customers. Such solutions require an optimum interaction of very efficient special software and specialist know-how in implementation, as offered by full service e-mail service providers. The reward for the efforts: e-mailings which “come to the point”, which don’t annoy, but offer value added - and are therefore also successful, as shown in the following example: “Wer liefert was?” (“Who supplies what?“) – this is the question the operators of the supplier search engine of the same name asked themselves on their own behalf. Who can supply us with a professional e-mail marketing system? Reliable, efficient and also integrated in our own IT?
Increasing complexity of customer relationship management
As in many other companies, the control and administration of customer relationship management at the media company has become a complex and difficult to understand construct. More than 350,000 registered companies must be written to regularly. The processes are demanding: advertisers whose paid entries in the supplier search engine are about to expire receive a tailor-made e-mail, which takes great effort to produce, in which the various possibilities of extension are offered. Other customer groups regularly receive mailings to check the correctness of their company entries and thus maintain the quality of the company information at the highest possible level. And that’s just for starters: “Wer liefert was?” wants to keep advertisers up to date on the success of their campaigns with highly personalised e-mailings and offer precise tips on optimising the entry. In all cases, the recipient can communicate with the contact partner at the Hamburg company by clicking on a link in the mailing. Punctual and regular sending of such automated e-mailings is not without subsequent effort, as all resulting actions have to be considered and organised as well as provided with resources.
Substantial automation of processes
Wer liefert was? GmbH has been using an efficient e-mail system for several years now. The company placed great importance on being able to carry out complex and highly integrated campaigns in the medium term. The ideal situation was not to have to program such campaigns but to be able to easily configure them “at the click of a mouse”. In addition, WLW had decided to place special emphasis on using open interfaces. It was soon clear that this emphasis would greatly simplify the project now planned. Instead of expensive individual programming, many tasks could be carried out with a few clicks. In addition to a considerable cost reduction, this meant above all, fast implementation of the planned measures.