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Success Stories


Telstra Connects the Complete Customer Journey with Oracle

As Australia’s leading telecommunications and media services company, Telstra helps its customers improve their work and daily lives through the connections they make. To that end, Telstra offers Keeping In Touch®, its flagship monthly consumer email newsletter. The newsletter showcases Telstra’s partnerships, sponsored events, upcoming competitions, and a range of community and customer-centric news and information. But Telstra knew the newsletter could work harder and deliver greater results.



  • Email newsletter too general for a diverse audience
  • Limited segmentation in customer lists
  • Missed opportunities communicating with customers


  • Dynamic content
  • Hyper personalisation


  • 21.5 percent lift in incremental revenue over the previous issue.
  • 16.8 percent uplift in new incremental services in operation.
  • Obtained 20,000 customer account logins and 500 app downloads from one issue.
  • Achieved unique click-to-open rate of more than 30%.

“Our newly redesigned customer e-newsletter is a valuable channel to help us serve and know our customers better than anyone else.”

Wilhelm De Salvo, Senior Digital Channels Specialist, Telstra


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