The Hager Group utilise Neolane

The Hager Group is a $1.5 billion electronics manufacturer. With a distributed global workforce of more than 10,000 employees, Hager has 40 sales subsidiaries and 25 industrial sites worldwide. Much of Hager's revenue is derived from sales to distributors and wholesalers. The company also sells to consultancies, architects and trainers who then sell Hager products directly to electricians, contractors and installers. This large and diverse audience of potential buyers makes it challenging to communicate relevant news and information about products, safety regulations and industry updates.

The olden days

Prior to Neolane, Hager's marketing team used standard desktop tools to create and send out one mass newsletter each month to its entire customer and prospect base, whose contact information was stored in a spreadsheet.

The team relied heavily on the IT department's support, and campaigns had to be executed after hours so as not to tax Hager's email servers. Worse, due to the sheer number of customer contacts, and the technical limitations of these desktop tools, Hager's marketing team was unable to automate management of bounce backs, opt-outs and de-duplication, or provide any sort of personalisation at all. They were not able to segment by audience type or capture profile information. Campaign responses came to a generic email box and had to be manually routed to sales representatives.