Evolving from Email & Direct Mail to a Powerful Omnichannel Strategy

Cox Business faced several challenges among their midlife customers in 2019, from a rising churn rate to cross-sell and upsell goals. They also sought to improve the customer experience while expanding their reach.

The solution was to develop a new omnichannel strategy that extended beyond email and direct mail. Taking a crawl-walk-run approach, display advertising was introduced first to gather robust analytics and conduct A/B testing across all channels allowing for data-driven campaign optimizations. Once positive KPI’s validated the strategy, social media was added to the channel mix to enhance the omnichannel approach. The final step incorporated online video (OLV) and cross-channel elements into the campaign.

This strategy enabled us to meet customers where they are and build stronger, longer-lasting relationships with our midlife audience.

Results:

• 69% increase in marketing actions

• 5% reduction in churn