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The BASE success story

Successful product launch and rapid acquisition of new customers with zanox Mail@

Matthias Hon, e-commerce manager at E-Plus Mobilfunk GmbH & Co. KG
"zanox is a commited reliable partner who always comes back with swift responses and clear expertise. With the recommendation program by zanox, we have effectively boosted our sales very quickly, with BASE becoming sustainably established in the online channels."

BASE is Germany's flat-rate brand for mobile telephony. The innovative offer from E-Plus addresses both informed normal and heavy phone users as well as internet users. The central message by BASE is "freedom of speech". The positioning constitutes a radical break with the complexity of previous mobile phone offers. At the same time, BASE has also proclaimed its alignment to maximum customer orientation. E-Plus has been cooperating successfully with zanox already since early 2003. For E-Plus, the partnership stands out on account of very low acquisition costs in the new customer segment, together with first-class conversion rates.

Since its introduction, the BASE brand has witnessed spectacular growth. Already within the first few months after the brand launched in cooperation with zanox, BASE achieved a large number of new customers for the brand. Matthias Hon, e-commerce manager at E-Plus Mobilfunk GmbH & Co. KG describes the challenge at the start: "The task for the online channels at the launch of BASE was clear, but also extremely ambitious: how can we reach a critical number of customers within a very short period of time? Today I can say that our decision to make attractive offers also to non-customers on the internet was absolutely spot on, and has made a crucial contribution to the success of BASE also in the online channels."

Together with comprehensive communications measures, BASE was launched with e-mail and affiliate marketing by zanox. Since the launch, the flatrate brand has seen particularly high use in particular of zanox Mail@ for the e-mail marketing channel. As a highlight, both customers and also non-customers were credited with a whole €25 on their recommendation account for the successful mediation of twelve-month contracts by e-mail. At the moment, recommendations earn €40 for every successfully mediated two-year contact. At the same time, €40 are credited for every new customer acquired for BASE.

Since its introduction, the BASE brand has enjoyed outstanding development. Already within the first few months after the brand launched in cooperation with zanox, BASE has achieved a respectable channel share. The conversion rate saw the most impressive development when viewed as a monthly comparison:
Ø June: 3.50 %
Ø July: 16.02 %
Ø August: 32.67 %
Ø September: 35.43 %
Ø October: 42.80 %

These figures illustrate the gradually improving conversion rate between recommendations and sales. Four months after the launch, already nearly every second recommendation successfully generated new customers for BASE. Together with the attractive offer, this is a clear indication of prompt, effective conversion of e-mail marketing in the online channels.