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 to develop a strategy and identify prospects specifically focused on adding email as an execution channel.
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.