Success Story MADSACK Mediengruppe

With DYMATRIX, the customer experience is our priority. Individualised CRM and marketing automation strengthen the bond between MADSACK and its subscribers.


Helping to shape the future of regional media with the DYMATRIX Customer Experience Platform. The MADSACK Media Group forms an alliance for quality with its subscribers: individualised CRM and marketing automation measures are made possible by the DYMATRIX Customer Experience Platform. This means that the plan to address customers and prospects even better based on their needs is being implemented step by step.

The Customer

Today, the MADSACK media group owns 15 regional daily newspapers (including Leipziger Volkszeitung, Ostsee-Zeitung, Hannoversche Allgemeine Zeitung) and more than 20 advertising journals. These titles are complemented by extensive online and mobile services. Founded in 1893, the publishing house has continuously developed into the nationally operating media group it is today, with around 4,000 employees (as of 2019). The group is successfully involved in the digital sector and in film and television production. The MADSACK postal service providers reliably transport letters and parcels from companies, institutions and private customers. In addition, MADSACK full-service agencies and corporate publishing service providers offer individual communication solutions for the B2C and B2B sectors.

Customer logo - Madsack

The initial Situation

MADSACK, like many companies in the publishing industry, faced three major challenges:

  1. Attracting new subscribers.
  2. Inspiring the existing readership.
  3. Minimising cancellations and churn as much as possible.

To meet these challenges, MADSACK was looking for an experienced software partner with a particular focus on campaign planning and a marketing automation solution for the reader market. MADSACK pursued the goal of optimising processes in the area of customer retention and prospect acquisition via email, mailings and telesales. In addition to a trusting and profitable partnership, it was important to MADSACK to find a future-proof solution that is flexible enough to be expanded to include all 15 daily newspaper titles, additional channels (e.g. social media) and new technologies (e.g. real-time campaigns). After a successful proof of concept, the company chose the Customer Experience Platform, which consists of the marketing automation software DYMATRIX Marketing Automation, analytics and a wide range of services.

Graphic for section - initial situation

The Project Performance

After a joint blueprint phase, the DYMATRIX Marketing Automation tool was adapted to the specific requirements of MADSACK. To do this, the first step of the project involved integrating relevant data from the VI&VA sales system via a standard interface. However, DYMATRIX Marketing Automation was integrated much more deeply to synchronise the entire campaign planning process with VI&VA. In addition to the standardised channel connection to the lettershop and telesales, a customised, project-specific interface to the e-mail solution by Agnitas has also been integrated. This way, e-mails based on customer- and prospect-specific characteristics can be controlled and triggered directly from DYMATRIX Marketing Automation. Furthermore, the individual e-mail response is assigned to the respective MADSACK customer. As a further expansion stage, paid content was connected and, with that, paywall and SSO tracking data was integrated to acquire and retain potential customers in the digital subscription environment based on their interests.

Graphic for section - Project performance

The Benefits

Thanks to the Customer Experience Platform, MADSACK has managed to automate its lead, customer retention and customer recovery processes, thereby making them more efficient. All customers and prospective buyers can now be reached individually and based on triggers via their preferred channel of communication. Thanks to DYMATRIX Marketing Automation, MADSACK marketing and sales employees are able to plan campaigns quickly and clearly: target group selections and campaign structures can be set up with just a few intuitive clicks. Reports can be compiled and visualised quickly, easily and individually. MADSACK is able to identify the need for action in the shortest possible time, implement appropriate communication measures and set up and run marketing campaigns. All campaigns, selections and contact routes are available to MADSACK on the centralised platform – supplemented by reports. This enables MADSACK to carry out efficient, customer-centric marketing across the group.

Graphic for section - Benefits

Project Realisation & Key Facts

Graphic for section - Project implementation
Project Realisation
  • Customisation of the marketing automation tool DYMATRIX Marketing Automation to the specific, industry-specific needs
  • Integration of the relevant data into the CDP from the VI&VA sales system
  • Channel integration: lettershop, telesales and Agnitas e-mail solution in the closed loop, e.g. to assign the individual e-mail response to the respective customer
  • In the next stage: integration of paid content, the paywall and SSO tracking
Graphic for section - Key facts
Key Facts
  • Efficient automation of lead, customer retention and customer recovery processes
  • Customisation of communication measures via the customer's preferred channel of address
  • Marketing employees are able to carry out prompt and clear campaign planning and potential analyses
  • Fast and individual creation of reports
  • Cross-group, customer-centred and efficient marketing
Success Story Header - MADSACK Mediengruppe

We want our customers to be certain that they are the best-informed and best-connected group in their region. DYMATRIX's Customer Experience Platform enables us to meet this demand.

Tanja Bertram

Head of B2C-Marketing Digital der MADSACK Marketing Solutions GmbH