Overmarketing!

A turn-around tale of lost revenue
to happier customers and profitability

Once upon a time…

…there was a Fortune 500 telecommunications company that was sending too many marketing emails to their customers.  They had a company policy in place to prevent pestering people.  However, they had 28 different departments and 5 different ad agencies all trying to meet their revenue goals.

Every day…

…multiple departments would each pull a list using their special criteria and send their messages out to persuade people to take some action.  The customers were getting overwhelmed with email messages that they ended up just deleting.

One day…

…the company realized their success metrics – like click-throughs and opens – were plummeting and their opt-outs were skyrocketing.  The company’s plans to increase revenue were not succeeding.

Because of that…

…the company asked us to find a way for all departments and agencies to communicate and collaborate so that each knew what the others were doing.  The also asked us to build technology to prevent too many marketing emails from being sent.

And because of that…

…we architected and implemented a two-part solution:

  1. We built a specialized web calendar application that allowed the entire company to see what marketing efforts were happening all over the organization. The app also had a manual component that allowed the addition of non-automated data to be entered.  In addition, the Chief Marketing Officer and her staff were able to use the calendar to prioritize marketing efforts.
  2. We implemented an email router that governed what emails would get delivered to each person at what time.  The router looked at the priority of each message.  Then it looked at how many marketing emails had already been sent within a certain predetermined time frame.  If the recipient had not received a message lately, the router queued the highest priority email for that person.  The other pending emails would be placed in a waiting area until the time limit expired.

Until finally…

28 departments and 5 ad agencies could now:

  • communicated more efficiently
  • plan more effectively
  • schedule their initiatives for more impact
  • prioritize campaigns across the entire organization
  • deliver only the most appropriate messages

Click-throughs and opens increased, while opt-outs decreased.

The moral of the story: Customers not bombarded by mixed messages are less confused, thus more ready to buy and boost revenue.