FOXTEL wanted a more cost effective method of communicating with subscribers and a way to customise the content based on the subscribers chosen package. This would lead to a stronger understanding of what they are purchasing, leading to a higher perceived value and lower customer cancellation rates.

Permission was appointed to develop an automated lifecycle communications program to change perception to that of a customer-centric, services company. A cost-effective, trigger based, email relationship marketing program was chosen to help unlock the power of permission as customers move through key lifecycle stages.