The Challenge
A regional telecommunications provider, previously managing direct mail campaigns in-house, sought to accelerate customer acquisition across both new and existing service areas.
How We Helped
SeQuel set up a creative A/B test using a redesigned envelope format, personalized to provide the best pricing options within each of the client’s seven geo-markets and internet speed service areas. Additionally, SeQuel compared its prospect modeling against the client’s in-house model selection. To enhance the campaign’s impact, SeQuel Surround™ supplemented the direct mail strategy with a coordinated sequence of messages across online channels. Despite launching during a typically slow season, the campaign delivered the strongest performance of the year. In the highest-profit markets, SeQuel’s integrated approach achieved a 14% improvement compared to the control.
