E bill and ced campaign brief v4

1. E-Bill and CED Cross-sell
Email Campaign
Presented by
Samuel Chatelain

2. E-Bill and CED Campaign in brief
Primary objective (1): Collecting contract end dates from exiting XLN customers when they receive their e-Bill
Secondary objective (2): Single product cross-selling promotion on email ad banner and landing page
Marketing Strategy
• Target audience: XLN Customers (without a CED already
captured?)
• Data segmentation:
– E-Billing cycle
– Product holding for cross-sell
– High/low or positive/negative CLV attractiveness (?)
• Call to Action:
– Primary goal: Subscribe to “XLN Savings Reminder” by
submitting CEDs and existing supplier
– Secondary goal: requesting a quote (CPS) or
requesting a call back
• Campaign media:
1. E-billing email with:
• button to subscribe to “XLN Savings Reminder”
• Ad banner with a single product cross-sell
promotion (e.g. CPS)
• No alteration of the core message of the e-
billing
2. Capture form for CEDs for a single product (e.g. CPS)
with reference to other products
3. After completing the CED form, email recipient
redirected to a single product cross-sell Webpage (e.g.
CPS)
Communication Strategy
• Objective 1: Leading Communication Messages:
– “Remind me”
– “Subscribe to XLN Savings Reminder”
– “Unlock even more savings when your renewal period
is up”
– “Just tell us your renewal date so we can contact you
at the right time with our best deals and latest offers.”
– “XLN for small business offer the best deals at the
lowest prices for telecom, card processing and energy.”
• Objective 2: Leading Key USP/Offer (TBC):
1. CLI to DSL Cross-sell:
• Offer: “£3.55pcm for the first 12 months”
• USP: “Upgrade to fast unlimited broadband for
only £5.50”
2. Telco to CPS Cross-sell:
• Offers: “3 months free” or “2 years freeze”
• USP: “Terminal from £14 month per month”
3. Telco to Energy Cross-sell:
• Offer?
• USP: “Save up to 40%”

3. Email
recipient
clicks on
‘Remind
Me’ and
is
directed
to the
capture
form
Email recipient
inputs their CEDs
and existing
supplier
Email recipient submit their CEDs
Thank you message
Then the email
recipient is directed
to a webpage
Email recipient
selects a
renewable date
using a yearly
calendar
Banner Ad and CED
button on E-Billing Email
CED Capture form with focus on a single product with
reference to others
Subscribe to XLN
Savings Reminder
Landing page for single
product cross-sell
promotion
Ad banner focusing on a
single product cross-sell
promotion (e.g. CPS)
Landing page focusing on
a single product cross-sell
promotion (e.g. CPS)

4. Target and estimated cost
Bill cycles C1 C2 C3 C5 C7
Day of the
month
3rd 4th 10th 16th 29th
Customer
emails
8,925 10,844 12,819 14,943 17,010
High CLV
attractiveness
TBC TBC TBC TBC TBC
Low CLV
attractiveness
TBC TBC TBC TBC TBC
Timing: Launch estimated for 3rd October 2014
Estimated counts and costs:
• £187.17
• 64,541 emails @ £0.0029 per email
Performance metrics:
Primary objective
• Target : 175 CEDs per month / 0.3% of email
sent per month/ 1.5% of CTR per month
• 55% CTOR and 18% CTR on e-billing in
average. So target can be calculated as a factor
of 18% CTR
• Total number of customers inputting their
CEDs vs. total number of customers
emailed/clicking
• Average number of CEDs collected per
submitted forms
Secondary objective:
• Total number of clicks on the ad banner
• Total number of views on the landing page
• Total number of quote requests (CPS/Energy)
• Total number of call me back (Telco)
Total number of emails per bill cycles (5/04/2014)
Total sent monthly = 64,541
Ad click-throughs = 83
Ad click-through rate = 83/4718 = 1.76%
Monthly click-throughs = 0.176 x 64,541 = 1,134
CED capture (per month) =1,134 x 0.3 = 341
CED capture (per annum) =1,134 x 0.3 x 12 = 4,092
% CED capture assuming 130k =4,092/130k = 3.1%
% CED capture assuming 100k =4,092/130k = 4.1%
Open rates/clicks forecast
on the banner ad of the e-bill email
E-Bill and CED Campaign Target