PAYBACK introduces personalised sales approach with artegic’s online CRM

PAYBACK con­s­i­ders email mar­ke­ting one of the most important digi­tal com­mu­ni­ca­ti­on chan­nels when reaching mil­li­ons of custo­mers with its offers. The suc­cess fac­tor is the custo­mer-spe­ci­fic per­so­na­li­sa­ti­on of rele­vant part­ner offers. To achie­ve this, all news­let­ter cam­pai­gns by PAYBACK will be mana­ged cen­tral­ly via artegic’s ELAI­NE FIVE Online Dia­lo­gue CRM. With this auto­ma­ted con­tent pro­ces­sing and work­flow solu­ti­on deve­lo­ped by artegic, PAYBACK has alre­ady been able to save more than 25% of its total expen­dit­u­re of time invested in the crea­ti­on of news­let­ter cam­pai­gns. PAYBACK is one of the lar­gest mar­ke­ting plat­forms word­wi­de and reaches more than 30 mil­li­on custo­mers in Ger­ma­ny through off­line, online and mobi­le chan­nels.

Mar­ket lea­der PAYBACK sends more than 500 mil­li­on cou­pon emails con­tai­ning offers from part­ner com­pa­nies each year. Thanks to the custo­mer-spe­ci­fic indi­vi­dua­li­sed emails, part­ner com­pa­nies achie­ve dif­fe­rent goals from custo­mer reten­ti­on to custo­mer inten­si­fi­ca­ti­on and upsel­ling or cross-sel­ling.

News­let­ters are sent in several thousand dif­fe­rent vari­ants in order to deli­ver each custo­mer the most sui­ta­ble per­so­na­li­sed offers.
For its pro­ces­sing and sen­ding, PAYBACK intro­du­ced the ELAI­NE® FIVE solu­ti­on of Ger­man online CRM con­sul­ting and tech­no­lo­gy pro­vi­der artegic AG. artegic is also rea­li­sing the life-cycle com­mu­ni­ca­ti­on for user activa­ti­on for PAYBACK.

Individualising Through Automated Content Processing

Without mar­ke­ting auto­ma­ti­on, the lar­ge volu­me and the indi­vi­dua­li­sa­ti­on could not be hand­led eco­no­mi­c­al­ly. artegic has the­re­fo­re deve­lo­ped an auto­ma­ted con­tent pro­ces­sing solu­ti­on for PAYBACK, which effi­ci­ent­ly dis­plays the com­plex offer dis­patch logic. This solu­ti­on inclu­des the adop­ti­on of plan­ning data from Excel cam­pai­gn she­ets, the crea­ti­on of teasers via an inte­gra­ted online gra­phic edi­tor, as well as the work­flow manage­ment for the coor­di­na­ti­on of gra­nu­lar chan­ges and clea­ring of part­ners and ser­vice pro­vi­ders.

The most important requi­re­ments from PAYBACK to the email mar­ke­ting tech­no­lo­gy employ­ed, was the dis­play of the offer dis­patch logic, com­pre­hen­si­ve abi­li­ties for mar­ke­ting auto­ma­ti­on, the sup­port or dis­play of the crea­ti­on and appro­val pro­cess, as well as the hig­hest level of relia­bi­li­ty and send qua­li­ty.

“Only artegic with its ELAI­NE FIVE was able to real­ly ful­fil the­se requi­re­ments. The tech­ni­cal pos­si­bi­li­ties of the solu­ti­on, its user-fri­end­li­ness, as well as artegic’s know-how have con­vin­ced us”, says Mark Brauch, Digi­tal Direct Mar­ke­ting Mana­ger at PAYBACK.

“Indi­vi­dua­li­sed mar­ke­ting on this level requi­res the pro­ces­sing of a lar­ge num­ber of gra­nu­lar con­tents.  The abi­li­ty of quick and effi­ci­ent con­tent pro­ces­sing can be seen as the core of rele­vant and tar­get-spe­ci­fic com­mu­ni­ca­ti­on in the online dia­lo­gue. In the col­la­bo­ra­ti­on with PAYBACK, we are loo­king for­ward to being able to rea­li­se one of the inter­na­tio­nal­ly most deman­ding tasks in this area”, exp­lains Ste­fan von Lie­ven, CEO at artegic AG.

Lecture: “Highly individualised email marketing using the practical example of PAYBACK”

How artegic and PAYBACK employ the auto­ma­ted con­tent pro­ces­sing solu­ti­on in prac­tice, will be exp­lai­ned by Ste­fan von Lie­ven and Mark Brauch in the con­text of a spe­cia­li­sed lec­tu­re at the Inter­net World Expo in Munich on 19th March, 4pm in the Info­are­na 2. You can request a down­load of the lec­tu­re free of char­ge at:http://www.artegic.de/internetworld