Solution Snapshot: Promotional Offerings
Direct Marketing to Internet Subscribers

Problem:
Improve communications with subscribers and make them aware of new services available through their provider.

Challenge:
A provider offers online disk back-up to their subscribers for a monthly charge. Subscribers can sign up for two levels of the program and pay for it in their monthly bill.

After six months of marketing the offer on their website and through bill inserts, an insignificant number of subscribers had accepted the offer.

Highlights:
Front Porch worked with the provider to create and present advertisements with click-thru links so that acceptance of the offer was immediate. After successfully test marketing the offer to a small sub-set of the customer base, further refinements were made so that click-thru rates improved. Full rollout to all subscribers included displaying a promotion for the product when they started browsing. The ad highlighted the ease of payment by bundling it with their current monthly statement.

Results:

• Acceptance of the online backup service grew significantly resulting in new revenue for the provider.
• Customers that ignored the message were shown it a second time a week later. Those that clicked on the “more info" link but did not sign up were offered a discounted price in a later promotion.
• An “opt-out of future offers" link was included in the promotion with only a small percent of subscribers choosing to do so.
  

Learn More: