Insights
Case Studies
Telecommunications
Driving Greater Program Impact via Creative Rotation and Single-stream Production
Opportunity
A national telecommunications company had previously relied on a fragmented, decentralized approach to direct mail campaigns.
THE GOAL:
Streamline the direct mail process and reduce program costs, while simultaneously driving increased response rates for a targeted direct mail campaign.
Solution
IWCO initiated format testing and an assessment of the telecommunications company’s direct mail processes to:
- Create high-performance formats, including plastic embossed cards
- Develop a creative rotation geared to sustain response rates
We converted the existing conventional packages to a digital format to:
- Drive process, cost, and response improvements
- Shift the campaign production process from a de-centralized, fragmented approach to a single-stream dynamic production process
Results
IWCO’s test and learn insights and digital format process adjustments delivered the following enhancements:
- Streamlined, dynamic campaigns powered by IWCO’s digital platform with optimized postal savings
- High-performance formats, including plastic embossed cards
- A new suite of campaign creative designed to sustain response rates at peak levels
- Cost optimization and significant return on marketing investment
IMPACT
Ultimately, IWCO’s 5-year+ partnership with the telecommunications organization delivered:
- 83% improved performance vs. control among target demographic
- $0.0265 CPP in postal savings
- 40% increased response rate
- $2 million annual postal savings
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