Telecom Boosts Email Results With New Capabilities

CityWest, a broadband service provider based in British Columbia, has boosted its email open rates to 54%, leveraging the integration between Calix Marketing Cloud and Mailchimp. 

Calix claims the industry open rate — a metric that is disappearing in the near future because of changes by Apple — is 25.2%. 

CityWest was also able to improve its ROI by identifying “power user” subscribers in one campaign. The firm developed an omnichannel marketing consisting of email, targeted Facebook ads and outbound calling.

The company was able to gain a view of campaign performance, with visibility into email opens, click-throughs, unsubscribes and bounce rates. 

Moreover, the combined capabilities allow CityWest to build segments enriched with behavioral data from Marketing Cloud into Mailchimp. For instance, the company ran campaigns for a premium Wi-Fi service. 

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In addition, the integration of Marketing Cloud and Mailchimp “simplifies and streamlines so many processes, making it easy and cost effective for us to do a larger number of focused campaigns than would have been feasible before,” says Scott Simpson, marketing manager at CityWest.

Simpson adds that the recent integration of Marketing Cloud and Facebook "will provide CityWest with access to all our key marketing channels and subscriber behavioral data in a cohesive, easy-to-use platform.”

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