FOX Sports Interactive

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FOX Sports Interactive, a leading US Internet media and broadcasting company, implemented Selligent’s engagement platform to deliver millions of personalized messages quickly and reliably, which reduced send times by 90%.

Company

FOX Sports Interactive

Industry

Media

Website foxsports.com

Location

USA

The Customer

FOX Sports Interactive (FSI) develops new media initiatives for FOX Sports and FOX Sports Net. FSI distribution channels include Internet (msn.FOXsports. com), broadband, wireless and interactive television. FOXSports.com on MSN is a comprehensive and entertaining source of online sports news, information, listings, games and special features about programming on FOX Sports, FOX Sports Net, FOX Sports Radio and much more from the world of sports.

 

Andrew Hossom

SELLIGENT ENABLED US TO TIGHTLY INTEGRATE ALL OF OUR SYSTEMS, INCREASE DELIVERABILITY AND GAIN ACCESS TO KEY TRACKING DATA THAT WE NEEDED TO OPTIMIZE OUR PROGRAMS.

Andrew Hossom, Vice President, Marketing
FOX Sports Interactive

The Challenge

Prior to implementing Selligent, FOX Sports had developed a home-grown email system. While the custom content management solution provided FOX Sports control over the creative assets—and the Oracle database provided all the customer data—the remainder of the solution failed to keep pace with FOX Sports’ needs.

FOX Sports relied on a considerable amount of custom code for bounce handling, integration with a tracking system, and integration with their content management system. As a result, a significant amount of effort was required, both short- and long-term, to keep the system up to date. The resulting system also required significant resources on an operational basis to send an email out to customers.

FOX Sports needed to find an alternative solution that would not only simplify the operational processes of sending an email, but also provide them the delivery metrics they needed and eliminate the ongoing costs of keeping the system up to date.

The Path to Success

By improving deliverability, the Selligent solution has doubled FOX Sports’ open rates. By closely analyzing their deliverability statistics, FOX Sports has ensured that more messages are getting through. Also, with accurate feedback loops in place, database hygiene has improved, which has further strengthened targeting and delivery. Finally, FOX Sports has noticed a significant increase in consumer response rates, indicating that their recipients have widely embraced the new email system.

Key Benefits

  • Direct integration with custom content management system
  • Built-in tracking system
  • Automated bounce processing
  • Compliance with AOL feedback loop

Return on Investment

  • Reduced weekly IT resource needs by 70%
  • Lower projected annual email marketing costs of 60%
  • Cut operational costs by 50%
  • System integration accomplished within man weeks of work

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