Shine broadband up sell marketing performance

1. Broadband Cross-sell Campaign
SHINE email & outbound
Marketing campaign effectiveness
Report by Samuel Chatelain

2. Campaign in Brief
Aim: upgrade to XLN broadband for fixed line SHINE customers who have broadband with another supplier
Marcom objectives
• Desired outcome:
– Generate a number of leads as inbound calls
– Warm-up email for an outbound call
– Upgrade to a Connect package
• Target audience:
– Existing customers previously with SHINE
– Customer cross-sell to broadband
– Customers that have broadband with
another CP
• Events/Call to action:
– Upgrade to Connect packages (landing page)
– 0207 871 1088 (to POD 2 and 3)
– Outbound call from POD agents
• Launch dates:
– Email launch: Monday 7th July
– Outbound: Tuesday 8th July
– Re-email launch: Monday 14th July
Target and estimated cost
• Estimated cost:
– 653 records with an email address
– 1 email re-emailed once
– 1,516 emails delivered
– £4.41 (unit cost: £0.0029)
• Targets:
– Delivery rate: 85%
– CTOR: 20%
– CTR: 1%
– CTR to SQL: 10% (tbc)
– SQL to sales: 40%
• Offer:
– Upgrade to unlimited broadband from £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
 Upgrade
Step
1
Step
2
Email and Landing
page interactivity
disable chat
Landing page
Broadband and Calls Bundle
Contact Us & Help | My Account
Customer Service Tel
| Home | Business Broadband | Business Phone Line | Products & Services | About XLN |
[Connect] [Connect Plus] [Connect Max]
Timing:
Schedule of email
launch dates Re-email
7th July 2014 14th July 2014
Upgrade to fast, unlimited broadband from only £5.50
• High Qual. BB at unbeatable prices with UNLIMITED DATA as
standard
• XLN mission: never pay too much again
• Unlimited packages: no constrains on usage; no surprises on bills
• Latest plug n play router free-of-charge
• UK support team ensures smooth switchover
• Your dedicated XLN account manager will call you
Fastest Speed – Unlimited Data Allowance – Unbeatable Price.
That's XLN service!
• maximum speed your line is capable of receiving
• the latest Dynamic Line Management technology
Upgrade. Spend £5.50. Save up to 41%
• High Qual. BB at unbeatable prices with UNLIMITED DATA as
standard
• XLN mission: never pay too much again
• Unlimited packages: no constrains on usage; no surprises on bills
• Latest plug n play router free-of-charge
• UK support team ensures smooth switchover
• Your dedicated XLN account manager recently tried to call you
Fastest Speed – Unlimited Data Allowance – Unbeatable Price.
That's XLN service!
• maximum speed your line is capable of receiving
• the latest Dynamic Line Management technology

4. Email: Landing Page:

5. Outbound Call Guide (Shine)
Good Morning/afternoon, Please may I speak with __Account Holders Name__
Hello _________, My name is _________ & I’m calling from the account management team at XLN Business Services.
We currently provide the landline/s to your business/home.
As you were previously a Shine customer, I would like to spend a couple of minutes with you to ensure that you are on the
best tariff for your needs. Is that ok?
YES NO
Schedule a call back
Great. I will just have to ask you a couple of security
questions then we can speak about your account
COMPLETE DPA
Priority 1
Pitch Broadband using the Connect tariffs and Shine promotion
Is there a more convenient time that I could call you?
YES NO
Priority 2
If there is no BB interest and the customer is out of contract. Pitch the talk
tariffs and extend contract to 24 months
Priority 3
Pitch CPS and generate lead
You must complete the appropriate verification script in
full

6. Tracking - email & outbound
Email
0207 871 1088
Customer
Service Tel
0207 871 1088
URL: http://www.xlntelecom.co.uk/freerouter
Landing page
Lead priority and score
Emailed Opened Clicked 7th July 14th July Lead Score
2 0 0 531 Null
2 1 0
MQL
2 1 1

7. Email marketing effectiveness
for the trial
Total Email E1 Re-email E1
Delivery date 7th July 2014 14th July 2014
Sent 1,171 653 518
Cost £3.68 £2.18 £1.50
Bounces 54 30 24
Delivered 1,117 623 494
Delivery rate 95.4% 95.4% 95.4%
Unsubscribes 1 1 0
Unsubscribe rate 0.09% 0.2% 0%
Opens 283 201 82
Unique Opens 195 133 62
CTOR 17.5% 21.3% 12.6%
Unique Clicks 11 7 4
CTR 0.9% 1.1% 0.8%
Lead
CPL
CTR-Lead rate 38% 38% 38%
Sale
Lead to pack out rate 40% 40% 40%

8. Marketing campaign effectiveness
Results
Landing Page
Visits to landing page
Average time spend on page
Pages/Visit

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
CLV and Gross Profit
• Before 7th July: CLV/Gross-Profit of emailing list =
• After 7th July: CLV/Gross-Profit of emailing list =
• Uplift =

10. Results
Reporting
• Conversation rate
• How many contract?
• 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