One telco’s experience switching from basic email to cross-channel marketing automation

Telecommunications company C Spire Wireless needed to support its corporate mission –  personalised wireless – by moving its digital marketing from blanket campaigns to personalised communications through cross-channel marketing automation.

 

* Featured resource: the case study mentioned in this article has been made available by Marketing supporter Adobe. Readers can download the full case study here.

 

A rebrand in 2011 saw C Spire Wireless place ‘personalised wireless’ at the core of its promise to customers. To support this experience, the company needed to retool its marketing capabilities so that the brand’s communications matched its corporate promise.

C Spire had been using a web-based email marketing platform that offered limited personalisation and targeting capabilities. It also couldn’t integrate with external systems, and involved time-consuming manual work.

“We simply outgrew our email marketing tool and no longer had the feature set to support our growing marketing sophistication,” says Justin Croft, manager, campaigns and promotions, C Spire Wireless. “To succeed in the competitive wireless market, we needed to take our marketing communications from untargeted, blanket campaigns to personalised dialogues driven by needs, preferences, and behaviours.”

C Spire sought a marketing automation platform that not only was an improved email marketing tool, but that also supported SMS and other digital channels, as well as being a tool that call-centre and point-of-sale staff could use for real-time decision management.

Based on these criteria, C Spire selected Adobe’s conversational marketing automation platform, including Adobe Campaign. According to Croft, Adobe was in the sweet spot: advanced enough to meet the company’s current and future marketing needs, but not overkill that would hamper productivity, agility, and ROI.

Since moving from house list campaigns to highly targeted, personalised messages, C Spire has seen a significant boost in email engagement. Open rates have increased nearly 41% to 12.1%, while click-through rates are up 25% to 16.1%. In addition, email deliverability is approaching 97%.

In addition to greater campaign effectiveness, marketing efficiency increased with marketing automation. “Thanks to greater automation and workflow reusability, we’ve nearly tripled the number of campaigns,” says James Veillette, marketing database analyst and one of C Spire’s power users. “In addition, we can spend more time on marketing, versus technical tasks.”

To optimise inbound interactions via its call centre and point-of-sale locations, C Spire has integrated Adobe Campaign with its own CRM system. Within the CRM interface available to retail employees and call-centre agents, Adobe Campaign makes real-time decisions based on the individual with which they’re speaking, to give the most relevant message or promotion to mitigate churn.

 

* Featured resource: the case study mentioned in this article has been made available by Marketing supporter Adobe. Readers can download the full case study here.