SBC Analysis Finds Integrated DM Works Best

Share this article:
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.


Share this article:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Acxiom Mobilizes and Socializes SMBs

Acxiom Mobilizes and Socializes SMBs

MyAcxiomPartner.com enables simple campaigns for social and mobile channels.

Data Builds Trust for Nonprofits Through Accountability

Data Builds Trust for Nonprofits Through Accountability

Transparency doesn't just apply to for-profit organizations; fundraisers need to be held accountable, too.

Teradata Puts Stock in Marketers

Teradata Puts Stock in Marketers

A new enhancement in its Demand Chain Management helps retailers max sales with the correct inventory.