SBC Analysis Finds Integrated DM Works Best

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Synchronized direct mail and e-mail marketing messages double conversion rates over the solo use of either tactic or banners at telecommunications giant SBC Communications, according to a recently completed analysis by online technology firm CentrPort and ad agency Rodgers Townsend.

SBC companies claim to have lowered their cost in acquiring business customers using St. Louis-based Rodgers' targeted creative and CentrPort's E-Business Marketing Platform to mesh messages across both mail and e-mail. SBC is the largest provider of DSL, or cable modem, Internet connections nationwide.

Westport, CT-based CentrPort's platform consolidates information across various channels and maintains profiles of customers that bought or showed interest in buying SBC's DSL service. This way, SBC can analyze campaign performance across different digital channels and better its marketing mix.

Soon, SBC intends to improve its online segmentation and real-time messaging strategies to react quicker to buyers' wants and needs.

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