Orange - a Database Segmentation solution to increase subscriptions
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Director of Marketing, Orange Telecom France
Segmenting a database based on geographical location, business interest or language preference
Orange stages an event twice a year in different worldwide locations and needs to recruit attendees, whilst also promulgating their business needs and the member opportunities available through their partner programme.
A database of over 60,000 addresses has been built over the past 5 years and includes candidates from all over the world. Subscriber contact details have been collected at trade fairs and conventions and through media recruitment campaigns. The Orange style when recruiting attendees for their bi-annual event is to write a personable, relevant and customised message.
Using our standard filtering functionality we were able to segment the database based on geographical location, business interest or language preference. This enabled us to deploy weekly emails with the message content highly customised to the recepients requirements. As a result the number of people subscribing to the partner program doubled during the course of the campaign.