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Data Partners has a proven track record of delivering tangible results to its clients. Here are a few of our success stories that show how we can cost-effectively impact results.
Major U.S. cable firm quickly boosts sales conversions by 57% with unique list strategy!
Challenge: One of the largest cable providers in the U.S. saw marketing results stalling for their high-speed Internet services. They needed a way to reverse the trend quickly.
Strategy: Data Partners devised a unique and economical way to target higher quality prospects.
Result: Sales conversion instantly rose from 2.00% to 3.14% creating more sales in less time for less cost.
With most cable and phone companies offering some form of Internet access, one of the nation’s largest cable providers found itself battling for market share in an ultra-competitive environment. In particular, it faced growing competition from an expanding number of low-cost DSL providers.
Initial marketing efforts touted increased access speed, which appealed to a small group of tech-savvy early adopters. These prospects were easy to find and easy to convert into sales. However, after skimming this segment of the market, they faced the difficult task of finding qualified prospects in the broader market. These prospects were not as responsive to a pure speed message. They were also more difficult to identify and convert. At the same time, corporate sales goals were being pushed upward while marketing results headed downward. To make matters worse, the budget did not allow for more marketing dollars to compensate.
Data Partners analyzed the situation and concluded that the company should deliver a more consumer-friendly message to a more targeted list of prospects. Developing the new messaging was easy. The hard part was finding a way to clearly identify who might want high-speed cable Internet access. Past marketing followed a traditional mass market approach: call all non-subscribers in a given area and deliver a sales pitch. However, Data Partners devised a unique, highly targeted marketing approach that gave the company an immediate and overwhelming advantage. By overlaying non-subscriber data on households with two or more phone lines, Data Partners built a list of prospects with dial-up connections and who were candidates for faster Internet access.
Multiple phone lines may also indicate the presence of home-based businesses or teenagers, who are also great prospects. After consulting with Data Partners and integrating the new list strategy, the company saw a dramatic increase in their sales. Conversion climbed from 2.00% to 3.14%, representing a significant 57% improvement. Without increasing its budget or changing its primary telemarketing methods the company was able to generate more sales, rapidly grow its customer base, and increase its market share.
Leading Internet service provider discovers how to double direct mail results with e-mail!
Challenge: Nationwide provider of high-speed Internet service wanted to increase their subscriber base but had exhausted traditional direct mail marketing methods.
Strategy: Data Partners developed a unique multi-channel strategy that integrated e-mail with direct mail.
Result: In the first test, the new multi-channel strategy nearly doubled conversions from 1.3% to 2.5%.
Despite all the attention given to e-mail in the business press, many companies have found it difficult to make this new medium work. One problem is finding targeted, high-quality lists. Another problem is the growing concern about spam and the necessity for many businesses to restrict their e-mail efforts to opt-in addresses.
This was the situation for a leading nationwide provider of high-speed Internet. They had been using traditional direct mail for many years with good results. Like most providers, they had a “homes passed” database that covered their entire service area. For a time, direct mail offers for their high-speed Internet service made perfect sense for a prospect base that was not yet online. But while direct mail continued to be effective, they knew they would eventually have to find a profitable way to use e-mail since it is clearly the medium of the future.
Unfortunately, earlier attempts to use e-mail for online subscriber acquisition proved disappointing. They needed a fresh solution to effectively market online. Data Partners stepped in and developed a multi-channel strategy. Rather than run separate direct mail and e-mail campaigns, these media were integrated to support one another. To ensure clean addresses and spam-free mailing, Data Partners passed the high-speed Internet provider’s own mailing list through a permission-based, opt-in e-mail database. This resulted in a new, high-quality opt-in e-mail list.
After creating the list, Data Partners carefully designed an e-mail message that matched the proven direct mail offer and overall feel. The idea was to drop the e-mail a few days before the direct mail piece for an effective one-two punch. Data Partners then tested the direct mail piece alone against the e-mail/direct mail combo. The results were astounding. The solo direct mail piece produced a conversion rate of 1.3%. However, when supported by e-mail, the direct mail conversion rate nearly doubled to an impressive 2.5%. Not only did this help the high-speed Internet provider improve an already successful direct mail program, it helped them find a way to start using e-mail effectively for the first time. Most importantly, this new multi-channel strategy paved the way for more successful marketing efforts in the future.
Contact Data Partners today and let us show you how we can serve all your data needs.
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