How did Rosetta’s Telecommunications team help drive a 150% increase in sales conversions and 50% lift to average revenue per user?

Situation

For a leading wireless carrier, meeting revenue objectives required generating additional revenue from current customers―primarily in the form of service and feature upgrades. But the company's historical cross-sell and upsell programs offered undifferentiated messages and products to all customers.

Solution

Rosetta led efforts to:

• Identify two Personality-based segment targets within the carrier's existing customer base whose needs and preferences aligned with new features and accessories
• Execute a comprehensive e-mail campaign―including test design, creative design, offer and product alignment, and campaign analysis

Impact

• By tailoring wireless data features to prime segments, the carrier realized as much as a fivefold improvement in offer take rates and a 150% lift in leads converted
• As a result, average revenue per targeted user increased over 50%