To support their first-to-market 100% Full Fibre-to-Premise (FTTP) connection offering, TalkTalk challenged us to identify their perfect target audience and use laser-focused targeting to acquire customers through the direct mail channel, reducing Cost Per Acquisition (CPA) in the process.
A database profiling the status of every individual UK household, was developed from publicly available data and inferred consumer behaviour applied. The UKs FTTP footprint was overlayed and undesirable households removed, leaving an untapped selection of prospect properties to mail.
To maximise standout and engagement, each personalised mailing included the recipient’s street name in variable colour and a variable QR code, enabling TalkTalk to track which households had scanned, entering them into a follow-up communications programme.
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