Telstra tapped into Oracle Marketing Cloud to relaunch KIT. The redesigned newsletter delivers personalized content to Telstra customers in a vibrant, dynamic email design that is visually striking and highly engaging. Just as importantly, articles in each issue of the newsletter are populated dynamically based on each customer’s contract, customer history, product characteristics, propensity to new services, interests, and past user behavior. For example, new customers receive content that educates them on navigating their online account and making the most of their customer experience.
Within the redesigned KIT, a clean-cut design more effectively shares the Telstra brand. Polling questions encourage recipient feedback to inform future content choices. News banners share compelling facts and special offers. And an easy-to-navigate quick access toolbar offers customers one-click connections to key account information and services—which Telstra customers are already enjoying. All email versions feature a functional component aimed to promote digital adoption of self-service account tools and apps. Telstra wants to let customers know that there are many tools they can use to make life easier. These components are strategically placed at the beginning of each email to give users a fast and easy path to the Telstra services they need.
“Giving our customers easier access to their account data has been one of the greatest benefits of the redesigned newsletter,” says Wilhelm. “The first issue resulted in more than 20,000 logins to online customer accounts, nearly 500 downloads of our account management app, and nearly 300 activations of email bill notifications.”
The new KIT is also helping Telstra drive new revenue. The first issue drove a 21.5 percent lift in incremental revenue over the pre-vious issue and a 16.8 percent uplift in new incremental services in operation. That issue also generated an overall 14 percent increase in customer engagement, driven by 189,000 unique clicks and a unique click-to-open rate of better than 30 percent.