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Adding email to prospecting campaign creates greater lift

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 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 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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