Telco Sector
DataXcel Case Study
Tesco Mobile
DataXcel Case Study
Tesco Mobile
The Objectives
- To generate requests for Tesco Mobile simcards.
- To ensure that dispatched simcards, are actually activated by leads.
- To assess the performance of various different offers.
The Process
- Run a branded lead generation creative (see below) on our data collection websites such as http://www.fpd.ie.
- Ensure positive opt-ins/sim requests are sent to fulfilment house for dispatch asap.
- Build tailored Email CRM program to encourage recipients of sims to activate sim cards.
CRM Process
The CRM process was designed to encourage activation of sim card with 4-5 emails over the initial 30 day period:
- 1st email-immediately after requesting sim
- 2nd email-21 days left to activate
- 3rd email-14 days left to activate
- 4th email-7 days left to activate
- 5th email-3 days left to activate
Email Creative Examples
Results
- Activation rate before CRM process: 2% - 3%.
- Activation rate after CRM process complete: 9%.
- Therefore, the initial activation of sim cards increased by 6% - 7%.
- This can be improved by further interaction with sim card recipients and by encouraging activators to actually top-up.
