Best Telecommunication Email Message

BKV manages monthly wireless promotional emails for AT&T’s wireless prospect audience. During the holiday season, and on Black Friday specifically, brands must get even more creative to stand out in email inboxes that are overflowing with offers. Knowing this, AT&T turned to BKV to break through the noise, increase click-through rates, drive conversions and sell more new phones and services.

To do this, BKV developed digital “scratch-off” technology to pair with two mystery offers; users could click on two gift boxes in the email and then use their finger (on mobile) or their mouse (on desktop) to “scratch” or “unwrap” the offers on the landing page. After revealing the two offers, which included reward cards for specific device purchases, the user could click through to complete their purchase.

By including creative email technology, a compelling subject line and pre-header that called out the digital scratch-off experience and festive holiday assets, we generated significant results for our client—and kept them top of mind for prospects—during a very busy holiday season:

• 397% increase in CTR when compared to other November mailings
• 644% lift in conversions attributed when compared to other November mailings

Contributors:

Joshua Hecht:	VP, Group Account Director
Jessica Flake:	Assistant Account Executive
Zoe Courtman-Smith:	Senior Copywriter
Leslie LeCroy:	Art Director
John Witte:	Associate Creative Director
Taylor Buckels:	Junior Project Manager
Jocelyn Morgan:	Account Supervisor
Keisha Kinney:	Senior Online Marketing Manager
Carrie Mastropaolo:	Lead Digital Marketing Group

BKV

Location: US