Neolane, a provider of customer marketing and communication solutions today launched Neolane Marketing Workflow Manager.

Workflow Manager enables companies to reduce time to market by allowing them to design, execute and monitor multiple, complex customer marketing and loyalty campaigns easily and cost-effectively from a single resource centre. It is fully integrated with Neolane V4, a solution for automating customer communications and loyalty management programmes.

Workflow Manager allows companies to define best practices within marketing processes, automate them and capture them as components that can be replicated. Within Neolane, marketers can then subsequently select required standard practice components to build campaign scenarios such as highly targeted, personalised and multi-channel direct marketing campaigns.

Workflow Manager also enables better and more efficient campaign management. It allows marketers to orchestrate multiple campaigns simultaneously and view progress in real time. A drill down facility allows multiple levels of management control and performance thresholds can be defined and alerts set, for example to inform of any process not performing as expected.

“To improve returns from direct marketing, companies must design and orchestrate targeted, smart and personalised marketing campaigns across multiple channels,” said Neil Anderson, Managing Director of Neolane UK. “The incorporation of workflow management dimensions into Neolane enables organisations to construct and run large numbers of tightly focused and automated campaigns easily, frequently and cost-effectively - following management approved best practice and without loss of control.”

Neolane already allows marketers to manage large scale multi-regional, personalised content campaigns centrally. It also enables seamless application integration with the different members of the direct marketing production chain (data service providers, agencies, printers, fulfilment houses) and allows marketers to communicate automatically with customers via any of their preferred communications media (direct mail, e-mail, SMS, web, phone) while respecting individual opt-outs. Marketers can perform segmentation, targeting and analysis without the involvement of the IT department or other external agencies.

Accor Hotels implemented Neolane in 2004. In 2005 it sent 19.3 million campaign emails and calculates a reactivity rate of almost 30 percent. It has significantly boosted returns from its customer marketing and also saved some £210,000 in the first year. Packard Bell implemented Neolane in 2003 and has improved customer lifetime value by some 50 percent. Neolane estimates that companies selecting Neolane, complemented by Workflow Manager, will reduce campaign lead times by at least two-thirds.


About Neolane
Neolane is a provider of enterprise solutions for customer-oriented marketing and outbound communications. Proven to both increase sales and reduce costs, Neolane enables organisations to create a single, all-encompassing view of the customer, to perform detailed segmentation and to generate personalised content for automated communication by e-mail, direct mail, SMS, web and telephone. With Neolane, companies gain complete control over their campaigns and a whole range of automated and ad-hoc outbound communications (alerts, notifications, e-billing, statements, business documents). Website:

Major international accounts have selected and run Neolane technology: NEC Packard Bell Europe, GE Real Estate, T-Online,, Sephora, AXA bank, Accor Hotels, Alcatel, BT, FINAREF, Publicis, Belgacom Skynet, Wanadoo Data, Boursorama (Selftrade), EMI Music, Finaref, Alapage-Marcopoly, Wolters Kluwer, Dassault Systems.

Published on: 12:00AM on 7th March 2006