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THE CHALLENGE
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Promote digital phone service to customers in specific locales
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Reduce the cost per sale of new services
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Build awareness of new services
THE SOLUTION
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Segmented existing customers, using Informz, based on zip code and services purchased
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Sent monthly newsletter with advertisements promoting new services
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Sent dynamic promotional emails to appropriate customers within certain geographic areas
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Sent triggered follow-up emails to interested customers
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Measured conversions using Informz
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Sales team followed-up with interested customers that did not purchase online
THE RESULT
- Sent 134,687 emails to 86,607 homes, generating 6,259 click thrus to the Digital Phone online signup page
- Received 153 beta (employee) signups online, 1,531 'friendly' signups (half price offer for three months) online and 948 full-price customer signups online
Over the course of four months:
- Email was identified as the number one method of how prospects learned about new services
- 3,022 subscriber leads were gained from online sign-ups (with nearly half of all leads resulting in a sale)
- Time Warner spent $1,346.87 in email marketing expenses
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With Informz, our marketing team was able to cut the time needed to send a campaign from hours to minutes," said David Washburn. "The Informz software made the creation and distribution of email campaigns a staple component of our sales and marketing strategy. Informz contributed greatly toward generating more than 3,000 leads online for us and nearly half of those leads turned into sales."
David Washburn
Director of Web and Interactive Services
Time Warner Cable
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