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Client Since: April 2004
Products used:
EchoMail® Direct MarketingTM
EchoMail® Data WarehousingTM
Number of E-Mails processed
Over 26 Million since April 2004
Over 10 E-Mail Marketing Campaigns sent sindat
ce April 2004
Service Solutions
Database Marketing
Data Warehousing
Types of Services Provided
Database Marketing
Data Mining
Training and Consulting
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Record Reach of consolidated audience
Success Story: The E.W Scripps Company
Company Overview
E.W Scripps is among the nation’s
oldest and largest Media houses. It has been a pioneer, path breaker and
trendsetter in the News publishing industry with an interesting history
spanning more than a century and a quarter. Founded in 1878 in Cleveland,
Scripps has grown to become the 9th largest newspaper in the country
with a presence spread over diverse geographical locations comprising the rocky
mountains of Colorado to Sunny California. It operates papers in 20 markets
spreading from Bremerton, Washington to Stuart, Florida and has a reach of 1.4
million subscribers, which adds to 1.7 million on Sundays. Scripps is credited for bringing newspaper reading to
the masses, Penny press it’s low priced daily targeted the large population of
urban workers in Cleveland and became an instant hit in a segment where newspaper
reading was yet to become a habit.Encouraged by the overwhelming response it went on to launch similar
dailies in dozens of other cities. Scripps is among the few media houses in the
country that has a presence in the entire gamut of communication activity
comprising Newspaper publishing, Broadcast TV station, Cable and satellite TV
programming network, television retailing and syndicated columns.
Before EchoMail
Scripps realized that the most effective way to communicate to its vast readership base both to
retain and increase its own circulation would be through customized
communication with them through E-Mail, it also realized the potential of
E-Mail in generating additional advertising revenues from its existing
advertisers if positioned as a powerful communication medium. Scripps had a
vast and scattered read base resulting in a huge volume of inbound E-Mail that
contained their views and perceptions, which needed to be scientifically
stored, managed and retrieved. It was looking for a strategic tie-up with an E-
Mail management agency with core competence in leveraging the power of E-Mail
as a communication medium and zeroed on EchoMail.
The EchoMail Deployment
EchoMail studied the client’s needs and recommended the use of EchoMail® Direct Marketing™ (DM) its
powerful direct marketing tool and EchoMail® Data warehousing™ (DW) its
well-researched data storage and retrieval tool. DW helped in consolidating the
reader data of all the 14 Newspapers in the Scripps group by categorizing them
according to multiple parameters. It helped to slice and dice this data and
take complex reports, which could be retrieved with ease. Once these lists were
ready DM was used to send some highly customized and targeted campaigns to a
base of 31,000 opted in customers.
After EchoMail
EchoMail helped Scripps
discover the power and reach of electronic communication. Data Warehouse
enabled Scripps to organize its huge database in a scientific manner; an
analysis of this data provided a valuable insight into its vast and spread out
readership on multiple parameters such as income group, age group, gender break
up etc. and also their perceptions of Scripps as a newspaper. DW also helped in
preparing complex reports on multiple parameters based on this database. This information
was leveraged to send some highly customized communication through DM
EchoMail’s powerful direct marketing tool to its large and scattered audience.
These highly customized and targeted campaigns helped Scripps in its readership
drive efforts; they also helped external companies to reach their products and
services to a well-defined target audience. EchoMail helped Scripps to tailor
its paper according to popular taste and maintain a good relationship with its reader base. Scripps
was also able to generate additional revenues by offering E-mail as an
effective advertising medium to its clients.
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