Integrating e-mail, Web and personalized print via one cross-media production platform

Case Study T-Online

Integrating e-mail, Web and personalized print via one cross-media production platform TOnline
realized a highly customer-centric campaign for loyalty and address cleaning of its ad
sales clients.

Client
T-Online

Target audience
T-Online portal advertising clients and prospects

Variable data
Personalized images in calendars, e-mails and personal website
Variable text in e-mails and microsite, calendars and mailing
Language versions English and German
Online order form already filled out with existing contact data

Software
Image personalization: DirectSmile Generator
Business logic: DirectSmile Connectivity Server
Composition engine: DirectSmile Document

I. Customer Challenge
• Increase loyalty among T-Online portal advertising clients.
• Make a very personal present with a lasting impact.
• Update and complete address data of clients and prospects.
• Gain new contacts and adress data for ad sales.

II. DirectSmile Solution
• Give clients the option to get a free image personalized calendar when they update
their address on the Web.
• Using image personalization for teaser e-mails and order microsite with already filled
in order form, based on existing data.
• E-mail, Web and print media were produced via one common production platform
from one data central source.

III. Customer Results
• 36% of the clients ordered their own calendar.
• 48% of these used the option to give away another calendar to a friend giving TOnline
the friend´s address.