1. an IBM company SURVEYC A S E S T U D Y
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BRIDGEVINE
IncreasesConversions300PercentwithAutomatedSMSProgram
BACKGROUND
Bridgevine is a reseller for cable and telecommunications companies includingTimeWarner,
Comcast,Cox and DirecTV, among others. Its marketing team usesSilverpop, an IBM
company, as its main digital marketing tool, including both email and mobile marketing (SMS).
CHALLENGES AND GOALS
Marketing to an entirely B2C audience, the Bridgevine marketing team was challenged
with prospective customers not following through with conversions – in this instance,
calling into the call center to schedule an installation appointment.
The team implemented an automated email and SMS campaign with the goal of being
more proactive than reactive to increase these conversions.
BRIDGEVINE AND SILVERPOP
Bridgevinehasplacedashortformthatincludesbothemailaddressandmobilenumber
onitsTimeWarnermicrosite.Ifaprospectcompletestheformandoptsintoreceivefuture
communications,butdoesnotimmediately scheduleanappointment,theindividualis
automaticallyplacedintoanautomatedre-touchprogram.
Inthisprogram,theleadreceivesanautomatedSMSandemail–both
triggeredviaSilverpop–uponsubmissionoftheform.ThefirstSMSis
deliveredwithin1-2minutesoftheformsubmission.Theleadcontinues
toreceiveautomatedSMSandemailmessagesforuptothreedays,
unlessitbecomesaconversionbeforethen.
Iftheprospectintheprogramdoescalltoscheduleaninstallation
appointment,theSilverpopplatformistiedtoBridgevinecallcentervia
anAPI,thereforeautomaticallyremovingtheprospectfromtheprogram.
RESULTS
Theprogram,whichbeganattheendofFebruary2014,hasresultedina
300percentincreaseinconversions,withacall-backrateof33percent!
More than 30 percent of the prospects who provided their email
addresses also opted in to theSMS program.SMS is the primary
conversion channel, with a call-back rate of 27 percent.
To find out more about the Silverpop digital marketing platform and how it can benefit your
company, please contact us at 1-866-745-8767 or +44 20 7288 6343.
Visit us at www.silverpop.com
An IBM®
Company
Silverpop’s central marketing database allows us to seamlessly pass prospect information from one channel
to another, including offline data from our call center. This powerful capability enables us to give our prospects
real-time messages that result in immediate ROI for our business. Having the ability to manage multiple marketing
channels from one place is a huge convenience and time saver. We are excited to expand our SMS and email
programs to provide true one-to-one relationships with more of our prospects.
“
Adam Berlin,
Email and SMS Marketing Manager,
Bridgevine, Inc. ”