NEW AND NOTEWORTHY
Adding Email to Prospecting Campaign Creates Greater Lift
The client is a leader in the telecommunications industry that had been executing direct mail campaigns for years but needed to implement multi-touch campaigns through additional channels. They reached out to Allant Group to develop a strategy and identify prospects specifically focused on adding email as an execution channel..
12/14/2016
BACKGROUND: The client is a leader in the telecommunications industry that had been executing direct mail campaigns for years but needed to implement multi-touch campaigns through additional channels. They reached out to Allant Group to develop a strategy and identify prospects specifically focused on adding email as an execution channel.
CHALLENGE:
- Develop multi-touch campaigns utilizing email and direct mail
- Provide data for prospecting purposes
- Develop segmentation strategy to identify high-value prospects
- Provide analytic services to measure ongoing performance results
APPROACH:
Through its sources of email acquisition data, Allant Group started with a total prospect email universe and, utilizing a proven customer targeting strategy that segments the population into three specific segments, narrowed that down to approximately one million high-value prospects. A three-touch email campaign was created to coordinate with the client’s existing direct mail campaigns in order to improve overall performance.
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