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

Retail

Retail

A 1,000-store U.S. women’s retail clothing chain turned to Allant to overhaul its loyalty program and improve and track customer engagement.

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Insurance/Financial Services

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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Telecom

Telecom

This major wireless telecom provider needed a solution that would stitch together online and offline behavior to improve customer targeting and reduce attributable sales cost.

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