Telecom
Expanding channels, increasing response rates
Allant developed an integrated data, segmentation and campaign execution solution to help this telecom leader expand the channel reach of its multi-touch marketing.
The need
Our client, a leader in the telecommunications industry, had been executing direct mail campaigns for years but needed to implement multi-touch marketing campaigns through additional channels.
Our task
- Develop multi-touch marketing campaigns utilizing digital, email and direct mail
- Provide data for prospecting purposes
- Develop segmentation strategy to identify high-value prospects
- Provide analytics services to measure ongoing performance results
Our solution
- Established a 32-million-prospect universe through multiple email acquisition data sources
- Narrowed the list to approximately 4.5 million high-value prospects and segmented the population utilizing a proven customer targeting strategy
- Created a multi-touch email campaign to coordinate with the client’s existing direct mail and digital campaigns in order to improve overall performance
Results
26%
Response rate lift through direct mail, email and digital targeting
100%
Response rate lift among direct mail prospects
7.8%
Unique click-through rate
FEATURED CASE STUDIES
Insurance/Financial Services
Allant helped one of the nation’s largest insurance providers improve multisourced data access and analytics to support marketing across multiple business units.
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