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 Company
Cablevision Systems Corp., serving over 3 million subscriber households in the New York metro area.
Challenge
Build lasting relationships, increase response and improve ROI from digital cable, high-speed Internet and voice-over cable telephony customers.
Strategy
Use dynamic personalization to deliver a targeted, one-to-one electronic newsletter that grows customer value through targeted upsell and boosts retention by reinforcing value.
Program
Customers received an introductory e-mail inviting them to select key topics of interest. Their preferences, combined with product and purchase data, form a profile that is used to develop a personalized, monthly e-newsletter. Optimum Insider highlights Cablevision programming, tips and offers relevant to the customer’s interests.
Results
Customers are responding to a personalized experience. After three months and 5 million e-mails, Cablevision is pleased to report that …
> Open rates are significantly beating expectations
> Nearly 1 in 10 customers modify their preferences each month, showing they’re engaged with the program
> About 1 in 12 readers actually click through to redeem featured offers or get more information
> Less than .05 percent of customers unsubscribe
> Early indications show the personalized e-newsletters deliver improved ROI |
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