Thanks to a personalization system it began using late last year, Atlantic Broadband has been getting responses as high as 10% to its 500,000-piece monthly mailings and cut cost per response. The mailings offer current or recently lapsed customers cross-selling and upselling opportunities.
Each month, the digital television and Internet service provider sends 145 versions of letters based on “event triggers” — i.e., when individuals became customers, what services they've bought, and whether they've just complained or let their service expire. Atlantic couples that with Prizm segmentation and demographic data to determine content, says senior direct marketing manager Julie Smith. Expires or people who've griped are likely to receive a note signed by Atlantic's COO, says Steve Morse, VP of marketing at ClickTactics, which created the versioning system. It's also used for e-mail.
