• by August 27, 2008

Each month, verizon wireless delivers a newsletter to its customers, personalized down to the kind of phone, calling plan and services each customer uses. Content is aligned with specific, tangible marketing objectives. Not only does each e-mail provide the customer with useful details on their phone plan, it also includes new product features and timely content. The Dark Knight edition of the newsletter featured a Gotham-style layout with links to themed ringtones and wallpapers, and a chance to win a trip to Las Vegas. Compared to Verizon's other lifecycle- based e-mail marketing programs, it earns 10 percent higher open rates, 40 percent higher clickthrough rates and 33 percent higher conversion rates.