Adding email to prospecting campaign creates greater lift

1. BACKGROUND RESULTS 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. The table below highlights the Q4 acquisition campaign success. Lift over control DM Only Life over control DM+EM Control 44% 130% Total Resp Rate 10.9% 6.8% 4.7%