• by OMMA Editors , September 12, 2021

Sprint faced a challenge: it had to persuade customers who were unaware that their phones were in incompatible with the new network created by the T-Mobile/Sprint merger, to upgrade, and to do it quickly via email. Zeta conducted extensive subject line and copy testing, and found the right approaches for its lifestyle imagery, pricing and age versions, greatly beating the controls in each case. Overall, the open rates averaged 28.66%, with some going as high as 38%. And engagement reached levels T-Mobile had never seen.