Shared Mail Campaign Expands Reach, Secures New Account Activations | Telecom
8/11/2025
RRD’s shared mail solution identifies high-value consumers, tailors messaging for leading telecom provider
CHALLENGE
A nationwide telecommunications provider sought to drive new account activations and new customer sign-ups for their telecom services. In addition to utilizing broadcast and digital for their marketing purposes, the company had previously been relying on a combination of newspaper inserts and direct mail for their primary print-media mix. They wished to expand their reach, fine-tune their targeting, and lower their acquisition costs.
SOLUTION
The company turned to long-time partner RRD for a solution — one that would provide the print products and targeting abilities they required while also addressing cost per acquisition (CPA).
RRD devised a shared mail solution comprising a product mix that aligned with the company’s needs and budget:
RRD’s Dynamic Postcards helped the company identify high-value consumers and their neighborhoods. This allowed for the delivery of personalized offers and messages to each household and elicited a favorable response. As a result, the company was able to not only drive new accounts but also transition existing customers into upgrade bundles that included a second or third product they weren’t currently subscribed to (i.e., mobile, internet, or video).
RESULTS
RRD helped the company acquire new customers and upgrade existing ones by efficiently targeting key service areas. Personalized postcards were used to tailor messaging to distinct audience segments, supporting both acquisition and upgrade goals.
Specific results for the campaign period included:
- RRD’s shared mail solution drove new account activations that surpassed client expectations
- Dynamic Postcards drove the highest response rate of the three shared mail types
- The combined cost-per-new-account activation was one of the lowest CPAs the client experienced during this timeframe