Orlando Sentinel Communications Chooses Unica

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Customer relationship management vendor Unica Corp. announced yesterday that Orlando Sentinel Communications has selected Unica's Affinium software to support its marketing automation initiatives.


Orlando Sentinel Communications, Orlando, FL, a multimedia company and publisher of the Orlando Sentinel, is a business unit of Tribune Co., Chicago.


In addition to reaching more than 900,000 readers a week through the Orlando Sentinel, the company also operates OrlandoSentinel.com and Go2orlando.com and has more than 100,000 subscribers to various online newsletters.


The Orlando Sentinel will use Affinium to create and deliver customized offers and messages to newsletter subscribers and potential sponsors, delivering marketing correspondence based on individual preferences. With Affinium, the Orlando Sentinel will have the ability to design, test, implement, manage and evaluate both text and HTML, permission-based e-mail campaigns and newsletters. It also will be able to manage instant messaging.


Using Affinium's ability to create control groups and monitor response rates, conversions and opt-outs, the Orlando Sentinel will track the success of these campaigns and newsletters.


Prior to implementing Affinium, the Orlando Sentinel used a service bureau to distribute its e-mail newsletters. As the outsourcing costs continued to rise, the newspaper decided to bring its e-mail marketing inhouse to reduce cost and gain better control over content, timing and distribution.


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