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Adding email to prospecting campaign creates greater lift

12/14/2016

 
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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.

Click here for the results.

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  • The Customer Journey
    • Acquisition
    • Growth
    • Retention
    • Winback
  • The Building Blocks
    • Data Strategy
    • Analytic Insights
    • Campaign Management
    • Marketing Technology
  • How We Do It
    • Private Marketing Cloud
    • On-Premise Implementation
    • Software Reselling
    • Systems Integration
    • Data Warehouse Development
    • Technical Support
    • Upgrades
  • About Allant
    • Leadership
    • Partners
    • Careers
    • Culture
    • Benefits
    • Corporate Citizenship
  • Knowledge Center
    • Blog
    • Case Studies
    • News
    • Infographics
    • Videos
    • Events
  • Contact
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