National Telecom Company Acquires New Customers at 3.5x Lower CPA
PRINT + DIGITAL DISPLAY
A national telecom company wanted to acquire new internet services customers using an integrated marketing approach.
Client success metric: Cost Per Acquisition (CPA) under $180
- Targeted Inserts + Addressable Geofencing (AGF) Digital Display Ads: Utilized the client’s list of 165,000 targeted households who had recently expressed interest in services and targeted them with print & digital ads.
- For the digital aspect of the campaign, we targeted relevant consumers who were actively in the marketplace for a new telecom provider based on their most recent, relevant keyword searches within the last 30 days.
- Campaign results were measured by monitoring daily ads served, website traffic, and conversions.
CPA - 3.5x lower than client's goal.
Viewability rate - exceeded 60% global average
Telecom Provider Improves CPC by 25% with Personalized Print
A regional telecom company was looking for an effective way to accelerate new customer acquisition while reducing cost per inquiry.
Client Success Metric: $55 Target Cost Per Call (CPC), Unique
- Impact Postcard: Personalized Impact Postcard targeting households in high-value geographies
- Variable messaging with aggressive intro offers for internet/cable/phone designed to drive engagement and acquisition
CPC vs. client target of $55
incremental inquiries from Impact Postcard
National Cable Provider Improves CPC by 142% with Personalized Print
After years of successful shared mail campaigns utilizing Targeted Inserts, the print agency for a large national cable provider tasked Mspark with developing new ideas to drive topline sales, upsell current customers, and acquire new.
Client Success Metric: CPC target $150
- Impact Postcard: Utilized Mspark’s premium print product
- Segmented current customers based on services and delivered personalized upsell offers to drive response
- Partnered with the agency to create custom targeting profiles to identify desired acquisition households in high-value markets
CPC vs. client newspaper acquisition target of $150
improvement in CPC
Major Wireless Provider Achieves 71% Growth & $2.51 CPA with Targeted Print
A major wireless provider needed a cost-effective solution to increase store and website traffic.
Customer Success Metric: Cost Per Acquisition (CPA)
- Performed lifestyle analysis utilizing client-provided customer data and segmented customers by geography to receive targeted offers
- Identified key ZIP codes around consumer and store locations based on look-alike customers and propensity to purchase wireless services
- Wraps and Targeted Inserts: Increased mailing frequency to 11-13x, distributing over 100 million shared mail Wraps and Targeted Inserts
- Measured YOY customer growth
cost per acquisition
customers growth vs. 37% customer growth without direct mail
Hear from Satisfied Communications Clients
“Finally, we can test variable imaging and messaging at an affordable price.”
CEO of Major Ad Agency for Multiple Telecom Clients
“Our results with the Impact Postcard with variable imaging are going very, very well and we will continue to use the postcards.”
National Telecom Company
“We are very pleased with the response rate and $45-$46 cost per call. These are well within our range.”
“The Impact Postcard with variable messaging delivered 12x the response of our standard insert programs.”
Top Telecom Partner
Did you know? Wireless, Internet & Cable customers respond to ads in the mailbox.
- 66% of potential mobile or wireless network switchers responded to an ad or coupon in the mailbox in the last 12 months
- 65% of potential internet provider switchers responded to an ad or coupon in their mailbox in the last 12 months