Point Broadband - Upsell Case Study

About Point Broadband

Point Broadband is a leader in delivering fast, reliable fiber broadband to rural and suburban America. Its market leading streaming services deliver gaming, video and entertainment with Speeds up to 25x faster than cable across communities in the US.

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Challenge: Digital-only engagement was a struggle

To deliver better speed and reliability to communities, Point Broadband needed customers to switch from legacy cable to fiber streaming service. The company wanted to educate customers to get their old cable equipment replaced with new equipment and select a fiber streaming plan. 

They quickly realized however that customer engagement in their target markets was hard with just digital channels. Point Broadband wanted to engage customers with a more reliable, personal and accessible medium of communication. 

Solution: True omni-channel engagement with personalized handwritten cards

After evaluating different options, Point Broadband selected IgnitePOST’s Managed Services and worked closely with our engagement experts for conceiving and executing the strategy.

IgnitePOST experts understood Point Broadband’s target demographic and business goals. That research effort paid off in the shape of an omnichannel outreach strategy that involved sending personalized handwritten cards to customers, followed by a targeted outreach campaign using email. 

The omni-channel engagement campaign was split into two independent cohorts so that IgnitePOST experts could learn what type of messaging resonated the best with Point Broadband’s customers in the first cohort, and then use those learnings to optimize results in the second cohort.

Execution and Results: Driving deep customer conversations with handwritten cards in the mail

IgnitePOST experts took complete ownership of the project for Point Broadband. The team developed the strategy, designed the creatives, wrote the message copy, and set up the email follow up sequence for Point Broadband based on deep customer discovery conversations with the Point Broadband team.

IgnitePOST also managed all of the data gathering and KPI reporting to ensure that Point Broadband’s campaign ROI was improving all the time. 

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‍Services provided by IgnitePOST to Point Broadband:

• Customer discovery
• Handwritten message creation
• Card design
• Email sequence creation
• A / B testing strategy
• Response tracking and analysis
• Reporting KPI metrics for optimization

The target recipients were split into 2 separate cohorts - Cohort 1 and Cohort 2. 

Cohort 1 was used to learn as much as possible about our target recipients through the use of data and iteration.  Point Broadband could learn from Cohort 1 and apply those learnings to the recipients of Cohort 2 for improved ROI.

To learn what type of messaging most resonated with Point Broadband customers, the users from Cohort 1 were further split into four groups. Four different handwritten cards for each group were designed. The creative on the card was either a motivational quote or the Point Broadband logo.

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‍62.63% conversion rate from Cohort One

There was a clear winner: The handwritten card containing the Point Broadband logo and a straightforward message asking the user to switch the way they watch TV.  

PointBroadband saw a 55.56% response rate specifically from recipients who received this letter variation.  

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Winning handwritten card - brand logo variation

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Losing handwritten card - motivational quote variant

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The alternative variation was a card that had a motivational quote and specific messaging about the joy of watching TV. Only 39.8% of recipients responded to this variation.

Overall, Cohort 1 achieved a 62.63% conversion rate!

Cohort 1 summarized results:

• 62.63% total conversion rate
• 46.25% phone call response rate
• 15.75% email response rate

‍73.5% conversion rate from Cohort Two

IgnitePOST took the best performing card variation from Cohort 1 and used it with all of Point Broadband's target contacts for running a handwritten card campaign on Cohort 2. 

Realizing that users respond better to the more personal and direct approach, we leaned into the concept, and added a more personalized creative on the stationery containing the Point Broadband logo while keeping the same message copy.

Just like in Cohort 1, we used a follow up email sequence to create an omni-channel experience with the handwritten letters. Responses were tracked using a call tracking number and a unique email address.

Using the best card variation from the first Cohort across a wider group of users resulted in an overall total 73.5% conversion rate for Point Broadband - which was a record for their marketing team. 

Specifically, 72.2% of responses came in the form of a phone call to our tracking number and 8% of responses came in the form of replies to the email followup sequence.

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Best performing message and creative: 73.5% conversion rate

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Cohort 2 summarized results:

• 73.5% total conversion rate
• 72.2% phone call response rate
• 8.06% email response rate

Result: Point Broadband converts unprecedented numbers to fiber plan

Point Broadband was ultimately extremely satisfied with the results generated by IgnitePOST handwritten cards and managed services. IgnitePOST’s job was to get their customers to respond to them via phone call or email.  

Point Broadband realized the following impact from the campaign + services:

‍Cohort 1:

47% conversion rate - of the people who responded, Point Broadband managed to convert 47% to switch to the fiber streaming plan.

Considering this switch involved an equipment swap and is a pretty large lift, it is a fantastic conversion rate.

‍Cohort 2:

80% conversion rate - of the people who responded, Point Broadband managed to convert 80% to switch to the fiber streaming plan.

Just as in Cohort 1, this switch involved an equipment swap and it’s amazing that 80% of responses were converted by Point Broadband to the fiber streaming plan. 

About IgnitePOST

IgnitePOST helps brands create magic moments for their customers. Our real pen and ink handwritten notes cut through the digital noise to surprise and delight customers exactly where they are in their shopping journeys.

Our intelligent software integrates with existing systems for easy set up and our robotics work at massive scale using ballpoint pens to give warmth to each note.

This software-hardware combination generates perfectly timed and crafted moments that drive customers to action as proven by our above industry average conversion rates.

Contact

For more information, or if you have any questions, please contact us! We want to hear from you: hello@ignitepost.com

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