Cellcom, a regional telecommunications company in Wisconsin, wanted to inspire customers with older cell phones to upgrade their equipment so the company could avoid fines from the FCC. A personalized postcard mailer prompted 22% of recipients to trade up-a full 20% increase in response rate compared to previous static mailings. Published 2007
Telecommunications provider EATEL has redesigned its billing statements so that the statements are easier to understand and special messages can be used. The program has reduced data processing costs by 50% and significantly reduced customer complaints and billing problems. Published 2006
T-Online, a European Internet service provider, was able enhance customer loyalty by offering to a free personalized color desk calendar. As part of the offer T-Online was also able to get its clients and prospects to update and verify their own mailing data. The program cleaned up the company database but also got the customers' attention. Thirty-six percent of recipients ordered a calendar and updated their information. Published 2006
The Carphone Warehouse uses personalized welcome packs to give every new cell phone customer a customized welcome. The packages are also used to cross sell options, accessories, and related products. Published 2006
France Telecom decided to find out how much variable data could boost the impact of its direct mail promotions. The large mail campaign was carefully designed and evaluated-and the finding was that the variable data increased response by five fold. Published 2005
ICG Communications, a telecommunications company, developed a new billing system using software to generate three different print streams. The new process also enables the customization of bills to conform to state requirements and to provide cross-selling and customer-care messages. The company realized cost savings in training and professional services. Published 2001
Road Runner High Speed Online, a provider of rapid Internet access, launched a marketing campaign that supported online event communications with several personalized print pieces including a personalized invitations, agenda and follow-up materials. Published 2000
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