email ROI Case Studies: Cingular Wireless
Cingular is the second largest wireless company in the U.S. and is dedicated to providing customers lives with a wireless plan that "fits you best". Cingular's Prepaid division (KIC Prepaid) was looking for a way to re-connect with past customers who hadn't been contacted in up to a year. Cingular asked emailROI to create an email campaign which reminded past customers that they could refill their prepaid wireless minutes online. Cingular's primary focus was to drive a strong ROI for this campaign.
Program Objectives
- Drive incremental revenue online.
- Meet or beat Return on Investment (ROI) goal of 210%
- Clean list - remove bounce email address
- Grow list with qualified, targeted leads through "Tell A Friend" feature
- Cingular and KIC brand extended to re-connect w/ past customers
Target Audience
- Youth market - high school and college students
- Credit challenged, past Prepaid customers
Challenges
- Had not contacted past customers in up to 1 year
- No monetary incentive to refill minutes online
- 25% of U.S. experiences blackout 4pm EST on 8/14/03
Strategies
Cingular relied on emailROI to come up with email creative and copywriting that would make this email campaign perform best with a young audience of past Cingular Prepaid customers. The creative included a multi-cultural, back-to-school, fun theme. The email offered simple, clean creative with a strong call to action to refill prepaid minutes online.
The primary objective of this event was to drive email recipients to a landing page where they would log in and refill their minutes online for a one-time basis or setup automatic, monthly re-charge. The email also had a viral marketing impact to "Tell A Friend" about the offer.
Results
- Within 8 days, Cingular got a 431% Return on Investment.
- Within 1 year, Cingular will realize a significant cost savings through online sales.
- 14.6% of people who clicked through converted to customers.
- Fewer bounced emails and unsubscribes than anticipated.
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