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Prospect Email
Highlights

“Email has an ability many channels don’t: creating valuable personal touches—at scale.

David Newman

The Totals

 

email campaigns

 

emails created

Million

emails opened

Million

emails delivered

The Results

Thousand

conversions

Thousand

gross adds

The Stats

Cross-selling converts!

DIRECTV emails have produced conversions for satellite service as well as other services within AT&T.

Apple outsells Samsung

making up

%

of total wireless sales.

iPhone 7
Samsung Galaxy S8

Tablets and accessories

make up

%

of wireless device sales.

Samsung Gear S3 Samsung Tab E LG G Pad X  8.0

According to a study by MarketingSherpa, when asked, “In which of the following way, if any, would you prefer companies to communicate with you?”

%

of customers said that they prefer email.

MarketingSherpa. N.p., 3 Feb. 2015. Web. 14 Oct. 2016.

Q1 Timeline

  • AT&T Brand Evolution

    1/1

    AT&T Brand Evolution:
    Masterbrand in action

  • TV

    1/2

    BKV aquired DIRECTV
    prospect email account

  • Shopping cart

    1/3

    Launched Consolidated
    Cart email campaign

  • Football icon

    1/28

    MovableInk Geo-
    targeting technology
    for the SuperBowl

  • Falcons

    Default

    Patriots

Geo-targeting and
personalization
drive engagement, increasing
click-thru rates as much as

%

  • New!

    2/10

    Launched new Welcome
    email creative with
    a $25 Reward Card

  • Welcome Email with Offer

Adding an offer with the
Welcome email resulted in a

%

increase in conversions
YOY and an increase in
YOY Gross Adds by

%

A Litmus study states that 56% of email users prefer opening emails on mobile devices.

42% of email users delete an email if it doesn’t display correctly.

  • map with pin location icon

    2/11

    Began implementation
    of click-location tracking

  • laptop, tablet, and mobile phone icon

    2/16

    Launched the first
    DIRECTV email using
    responsive design

Top DIRECTV
email of Q1 with

conversions

  • employee name badge icon

    3/10

    Developed OIE-specific
    creative for Welcome

  • dollar sign badge icon

    3/17

    Launched 2017
    Co-Reg campaign

The Co-Reg program
added 188K new
prospects, increasing
YOY conversions by

%

  • Clock icon

    3/29

    Countdown timer
    with DIRECTV

The inclusion of a countdown
timer with a time-sensitive
offer and rewards
earned

conversions

making it the second highest converting email to date.

  • New!

    3/30

    Samsung Galaxy S8
    Launch: Preorder

  • 4/21

    Samsung Galaxy S8
    Launch: Buy Now

Supported the Samsung Galaxy S8 launch with a Preorder email which included a BOGO offer in the hero. The Buy Now email included a DIRECTV offer that promoted "cross-selling" services for the first time.

Marketing today is about customer experiences, not campaigns—and creating these rich, engaging experiences in email is a great place to start.”

Vivek Sharma, Co-Founder & CEO of Movable Ink

  • Agility Tool Kit

    4/1

    AT&T | DIRECTV
    Agility Tool Kit in action

  • Inactive

    4/17

    Launched Soon to
    be Inactive
    Trigger

  • Email promo

    4/26

    Soft launch of DIRECTV
    promo with Inbox Marketer

  • email icon

    5/11

    Full deployment
    Of DIRECTV promo
    with Inbox Marketer

  • OIE icon

    5/20

    Included an offer for
    the OIE segment

  • Live polling icon

    6/7

    Featured live-polling
    technology in Mobility

%

of Gross Adds were attributed to smartphones.

%

of Mobility prospects are interested in smartphones.

%

are interested in tablets.

  • shopping cart

    6/26

    Re-brand and relaunch
    Checkout with DIRECTV

  • Touch 2

    Touch 1

    Touch 3

Re-branding and relaunching the Checkout campaign with DIRECTV led to a

%

increase in click-thru rate YOY

  • house icon

    6/28

    Re-brand and relaunch
    Welcome with DIRECTV

  • OIE

    Mobility

Re-branding and relaunching the Welcome
campaign with DIRECTV led to a

%

increase in conversions and a

%

increase in conversion rate YOY.

  • 6/29

    Re-brand and relaunch
    WInback with DIRECTV

  • Touch 2

    Touch 1

Re-branding and relaunching the Winback campaign with DIRECTV led to a

%

increase in conversions and a

%

increase in conversion rate versus Q4 2016.

“The truth is, our use of email is only increasing, because the way we use it is evolving to help us better manage the everyday to-do lists in our work and personal lives.”

EMarketer

Q3 & Q4 Priorities

Gift icon

Holiday season

featuring limited time offers

Game controller icon

Gamification

to drive interaction

Personalization icon

Personalization

to create relevant content

UX icon

UX updates

to improve engagement

“Do not confuse location with direction. Location is where you are, direction is where you are going

Laura Busche, Powering Content: Building a Nonstop Content Marketing Machine

Thank
You