Screen Shot

Client Since: October 2003

Products Used:
  • EchoMail Direct Marketing™

  • EchoMail Data Warehousing™


    • Number of E-Mails processed:
  • Over 26 Million since October     2003

  • Over 1340 E-Mail Campaigns     sent since October 2003

  • Execute an average of 165     E-Mail Campaigns a month

  • Average monthly E-Mail volume     3.3 million


    • Service Solutions:
  • Direct Marketing (DM)

  • Data Warehouse (DW)


    • Types of Services Provided
  • Database Management

  • Strategic Consulting

  • Creative Services

    		•    Success Story: Star Tribune

    Company Overview:
    The Star Tribune Company, a news and information company serving the Minneapolis/St. Paul area, is a subsidiary of The McClatchy Company of Sacramento, Calif. (NYSE:MNI). The Star Tribune newspaper is one of the top 20 largest newspapers in the nation, with a daily circulation of 475,000 Monday through Saturday, and a Sunday circulation of 625,000.

    The Star Tribune launched startribune.com in 1996. News and information is updated throughout the day. Star Tribune produces a variety of direct marketing, niche print, voice services and electronic services products. Editor and Publisher Interactive selected Startribune.com as one of the nation's three best newspaper online services.

    Before EchoMail
    Launched in 1996, the startribune.com E-Mail campaigns initially were handled with an internal system, Unica eMessage managed by the Direct Marketing team. As the number of subscribers started to grow, increasingly, the Startribune.com realized that they could benefit from a stronger, more robust solution. Startribune.com in reviewing the available options selected EchoMail Direct Marketing ™.

    The EchoMail Deployment
    EchoMail provided an ASP Solution so the Startribune.com could worry less about through put and focus on increasing subscribers. EchoMail Direct Marketing and Data Warehousing enable the Startribune.com to send on average nearly 40 highly targeted E-Mail campaigns a month, both HTML and text, to more than 200,000 opted-in subscribers.

    EchoMail's solutions provide a break down of segmented data, query capabilities, and reporting for Administrative purposes, or to produce Executive Summaries, on a weekday, or hourly selection. This provides Startribune.com real-time information about any campaign, click-throughs, etc., they are then are able to use this data to help refine their entire E-Mail outreach program to determine the optimal time to send campaigns and maximize the relationships they have with subscribers and customers.

    Startribune.com shares information about its subscribers with other departments, For example, the circulation department in executing outbound telemarketing campaigns can take individuals on the National Do-Not-Call list, and comparing against the E-Mail subscriber list, they can identify those individuals who can received an E-Mail campaign.

    After EchoMail
    Using EchoMail Technology, The Star Tribune has achieved website registration higher than all of their competitors combined.

    In a short time, the Star Tribune had increased multi-fold the delivery of timely and targeted news for registered subscribers, secured new sources of revenue through the advertisements placed in outbound e-newsletters.

    Management views E-Mail as a measurable marketing tool, proven as a quick lead generator and option for product upsells, management can see what is happening in each department on a real-time and performance basis and is better able to evaluate current marketing strategies and future needs.