Delivering continuous improvements to acquisition strategy and execution.

Overview:

Challenge: Supporting BT’s evolution from campaign-based to audience-based planning for improved personalisation and cost-effective customer acquisition.

Solution:

• Profile BT and EE customers, identifying ideal prospect household characteristics
• Build acquisition database of every UK household and its attributes
• Refine targeting by excluding existing customers and less responsive households
• Execute targeted acquisition campaign through Door Drop or Partially Addressed Mail
• Channel decisioning based on efficiency and cost-effectiveness in specific areas

Evolution:

BT had no actionable cold email prospect database

Go Inspire supported cold consumer acquisition via the email channel:

• Ideal prospect profile refreshed and applied to email GI’s prospect database
• BT’s existing prospect data (website, form capture, legacy leads and lapsed) overlayed

4 targeted email campaigns executed, with tests of different subject line variants and email creative.

Current State (2024):

• Continuous Strategy and Consultancy: Evolving solutions for new challenges presented by BT.
  • Profiling the Top 10 Cities for growth opportunities
  • Rental Property proposition development
  • Partnership with Data Science and AI Teams: Working to model out BT’s entire prospect database

Measurable Outcomes:

Acquisition Door Drop, PAM and Direct Mail Campaign

• 1467% Return on Investment (ROI)
• Cost Per Acquisition (CPA) 210% lower than forecast
• Average Revenue Per User (ARPU) of £36.18
• Response Rate 34% above forecast

Acquisition Email

• Open Rate 131% above forecast
• Click-through Rate (CTR) 260% above forecast