BT Used Targeted Mail TO Surprise And Switch Broadband Customers
BT Used Targeted Mail TO Surprise And Switch Broadband Customers
4 PagesBT USED TARGETED MAIL TO SURPRISE AND SWITCH BROADBAND CUSTOMERS2 BT knew there were specific geographic areas where its broadband Infinity speeds were faster than its competitors and identified an opportunity to steal market share. The objective was simple: to win new customers while beating response, conversion and cost per sales goals. 2 BACKGROUND3 Their starting point was to use data to pinpoint households with slow broadband provided by
