Broadband up sell marketing performance

1. Broadband Up-sell Campaign
email only / email & outbound
Marketing campaign effectiveness
Report by Samuel Chatelain

2. Campaign in Brief
Aim: upgrade to XLN broadband fixed line customers who have broadband with another supplier
Marcom objectives
• Desired outcome:
– Generate a number of leads as web
actions/inbound calls
– Warm-up email for an outbound call
– Upgrade to a Connect package
• Target audience:
– Existing customers with a fixed line package
– Customer up-sell to broadband
• Events/Call to action:
– Renewal Date (CED capture form)
– Upgrade to Connect packages (landing page)
– DDI and 020 xxxx xxxx (to POD 2 and 3)
– Outbound call (to POD 2 and 3)
• Launch dates:
– Email only: Monday 21st March 2014 at
10am
– Email & outbound: Tuesday 25th and
Wednesday 26th March at 10am
Target and estimated cost
• Estimated cost:
– Trial
• 1,000 emails in 2 different versions
• £2.90 (unit cost: £0.0029)
– Campaign
• 16,000 emails in 2 different versions
• £46.40 (unit cost: £0.0029)
• Targets:
– Delivery rate: 85%
– CTOR: 10%
– CTR: 0.3%
– CTR to Lead: 1% to 5% (tbc)
– Lead to sales: 55% to 70% (tbc)
• Offer:
– Upgrade to unlimited broadband for £5.50
– Free P&P on £40.00 worth of free router -
£9.99 saved
• Tariff:
– Connect at £19.95/month
– Connect Plus at 24.95/month
– Connect Max at 29.95/month

3. Emails
Call to action
Call 020 xxxx xxxx
Outbound Call
 Upgrade
 Renewal date
Step
1
Step
2
Email and Landing
page interactivity
Call me back
Thinking of Joining Us
Phone number:
Name:
 Submit
Chat online
Sales enquiries
Name:
Email:
 Start chat
Step
3
Contract End Date
CED:
Existing provider:
Company name
Contact name
Contact number
Email address
 Submit
Landing page
Broadband and Calls Bundle
Contact Us & Help | My Account
Sales freephone
Customer Service Tel
| Home | Business Broadband | Business Phone Line | Products & Services | About XLN |
 Call me back
 Renewal date
Call me back Call me back Call me back
[Connect] [Connect Plus] [Connect Max]

4. Email
020 xxxx xxxx
Call me back
Chat online
Customer
Service Tel
Landing page
Call me back
Chat online
Call me back
Connect
Connect Plus
Connect Max
Phone number:
Tracking number:
Marketing source: Email-EnO-DSL-UpSell
Phone number:
Marketing source: Web-EnO-DSL-UpSell
URL
Google analytics
Google analytics
Email
020 xxxx xxxx
Customer
Service Tel
Landing page
Call me back
Connect
Connect Plus
Connect Max
Phone number:
Tracking number:
Marketing source: Email-E-DSL-UpSell
Phone number:
Marketing source: Web-E-DSL-UpSell
URL
Google analytics
Google analytics
CED Form
URL
CED Form
URL
Tracking - email only
Tracking - email & outbound

5. Email content
• Two emails to fixed line customers who have broadband with another supplier
XLN.co.uk | Upgrade to fast unlimited
broadband for only £5.50
• Go unlimited - cheaper than BT
• Plug & play – smooth upgrade
• Call 020 xxxx xxxx or visit xln.co.uk
• 17Mbps for video streaming
• Easy to switch – keep costs down
• XLN’s promise to existing customers
• Best deal at the lowest price
• Unlimited broadband from £5.50/month
• Free P&P and Free router (£9.99 saving)
XLN.co.uk | Upgrade to fast unlimited
broadband for only £5.50
• Go unlimited - cheaper than BT
• Plug & play – smooth upgrade
• Your account manager will call you
• 17Mbps for video streaming
• Easy to switch – keep costs down
• XLN’s promise to existing customers
• Best deal at the lowest price
• Unlimited broadband from £5.50/month
• Free P&P and Free router (£9.99 saving)
Email Only
Email &
Outbound

6. Email marketing effectiveness
for the trial
Est. total Email only Email and outbound
Delivery date 24th March 2014 25th March 2014 26th March 2014
Sent 1,000 500 250 250
Cost £2.90
Bounces 30
Delivered 970
Delivery rate 97.0%
Unsubscribes 1
Unsubscribe rate 0.1%
Opens
Unique Opens 194
CTOR 20.0%
Unique Clicks 10
CTR 1.0%
Lead 2
CPL £1.45
CTR-Lead rate 23.0%
Pack out 0
Lead to pack out rate 20.0%

7. Email marketing effectiveness
for the campaign
Est. total Email only
Email and
outbound
Delivery date
Sent 16,000 8,000 8,000
Cost £46.40
Bounces 480
Delivered 15,520
Delivery rate 97.0%
Unsubscribes 15
Unsubscribe rate 0.1%
Opens
Unique Opens 3,104
CTOR 20.0%
Unique Clicks 155
CTR 1.0%
Lead 35
CPL £1.32
CTR-Lead rate 23.0%
Pack out 7
Lead to pack out rate 20.0%

8. Marketing campaign effectiveness
Results
Landing Page - Email only
Visits to landing page
Average time spend on page
Pages/Visit
CTR to Call me back
CTR to Chat online
Connect Connect + Connect Max
CTR to Call me back
Results
Landing Page - Email & outbound
Visits to landing page
Average time spend on page
Pages/Visit
CTR to Call me back
CTR to Chat online
Connect Connect + Connect Max
CTR to Call me back

9. Leads generated, CPL and gross sign-up
Date Visits Calls Web Actions Chats Total Leads Costs CPL Pack Out Pack Back Lead-to-sale conversion
Total

10. Results
Reporting
• Conversation rate
• How many contract?
• Most economic method
• How many in a position to
buy?
Outcome Reasons
Non-intender
Better offer
Complication of switching
Contract length
Lead-time too long
Staying SP Cancellation Fee
Upfront payment