Best Email Email Message Campaign, Best Telecommunication Email Message Campaign

AT&T had a large list of prospective customers who were not responding to offers. They wanted to gather information about these customers and their preferences in order to send them more targeted communications and personalized follow up emails. To grab customers’ attention from the get-go, we used repeated first name personalization in the subject line and throughout the email. The clever piece encouraged users to fill out their preferences and make the upcoming communications more like them. The email drove extremely high response. Clickthrough rate on this email was 141% higher than the control version for the largest, least engaged segment of customers. It also saw a 32% lift in open rates vs. control for the same segment. Better yet, this creative performed better as the segment engagement declined.

Contributors:

ACD/Copywriter:	Kimberly Brizzolara
Art Director:	David Kha
Sr. Account Manager:	Patrick Kearney
Sr. Strategist:	Michael Turner
Global Creative Director:	Mark Montgomery French

ACXIOM CORPORATION

Location: USA