• by Ray Schultz , October 7, 2021

Telecom provider Cumberland Connect now shares audience segments, augmented with behavioral data, from Marketing Cloud with Mailchimp.

In turn, campaign results are shared back with Marketing Cloud. 

Cumberland Connect has boosted its email open rates by 63%, thanks to an integration created earlier this year by Calix Marketing Cloud and Mailchimp tool, Calix reports.  

In addition, Cumberland is able to manage contact lists, create targeted messaging and run email campaigns for its premium managed Wi-Fi services to its more than 10,000 members, utilizing Calix’s RevenueEdge tool, the firm says. 

Cumberland Connect now shares audience segments, augmented with behavioral data, from Marketing Cloud with Mailchimp.

In turn, campaign results are shared back with Marketing Cloud. 

Calix claims that Cumberland’s previous Mailchimp email campaigns averaged a 43% open rate, but that this has soared to up to 70%. 

The integration also allows Cumberland to create omnichannel campaigns that include mobile notifications delivered to the CCFiber SmartIQ app.

The Calix-Mailchimp arrangement allows broadband service providers  to identify audiences and build revenue and loyalty in Mailchimp, eliminating the need for manual spreadsheet exports, the company said when announcing the integration in May. 

In addition, brands can use intelligent automation while conducting omnichannel campaigns in a cost-effective way, it claims.

"As avid Mailchimp users, we were delighted when Calix announced this integration and wasted no time putting it to use, with incredible results so far," says Kaitlyn Bonds, creative director for Cumberland Connect. 

Cumberland Connect is a subsidiary of electric cooperative Cumberland Electric Member Corporation.