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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