Best Telecommunication Email Message Campaign

A ROBUST TRIAL CAMPAIGN FOR PROSPECTIVE CUSTOMERS

THE TARGET
Prospective customers who signed up for Network Pass, the 90-day free trial of the T-Mobile network. Network Pass allowed prospects to personally experience the network before making the switch—something extremely important to this audience!

THE CHALLENGE
Our team was charged with growing network awareness, perception, and propensity to switch with these prospects. We needed to tell the T-Mobile story, infusing network benefits, value, and the ease of switching throughout the 90-day Network Pass experience.

On average, the previous in-market Network Pass campaign performed well, generating over 73% OR and 13% unique clicks/opens, and we had to keep the momentum going.

While this prospect audience was highly engaged throughout the campaign lifecycle, we knew based on data that open rates dropped slightly in the middle of the program. Our challenge? Keep this audience captive throughout the duration of the 3-month campaign, converting prospects into new T-Mobile customers.

FREE All-Access Network Pass for T-Mobile Prospects

T-Mobile is the fastest growing postpaid wireless carrier in the industry, outpacing AT&T and Verizon in gaining subscribers. With the introduction of Go5G Plus, its most premium plan to date, T-Mobile is having the most success in a competitive wireless market that continues to slow down. (Source: Motley Fool)
See full entry for Work and Results.

Contributors:

Executive Creative Director:	Kris Geist
Director of Creative Strategy:	Rich Patterson
Creative Director:	Emily Preston
Associate Creative Director:	Madison Merryman
Senior Copywriter :	Melissa Avanzato
Traffic Manager:	Amy Lee
Strategic Consultant:	Heather Anding
Senior Account Manager:	Nick Lencioni

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.