Best Telecommunication Email Message

During the 2015 holidays, AT&T needed a smart, powerful way to amplify its four “Days of Savings” offers between Thanksgiving and Cyber Monday and generate new orders of wireless service. Since BKV manages two AT&T wireless prospect email promotions per month, AT&T tasked BKV with developing an email promotion that would improve engagement, click-through rates and conversions while delivering a customer-focused experience during peak holiday shopping season.

BKV’s strategy was to create a Cyber Monday Wireless Promo that captured all of the “Days of Savings” offers in a single email that was also easy for prospects to use. To do this, BKV created a “carousel-style” email featuring four separate offer pages whose hero images and CTAs rotated as the user hovered over the vertical navigation; the offers included free smartphones, a $250 reward card, a $300 bill credit and a free Samsung Gear S Smartwatch. Each offer page drove prospects to a landing page to convert.

With extensive email expertise, bold use of technology and a thorough knowledge of AT&T’s prospect business, BKV delivered over and beyond AT&T’s expectations with the Cyber Monday email. Results included a 35% increase in clicks vs. 2014 Cyber Monday email; a 41% lift in click conversion rate over previous emails sent during 2015 “Days of Savings”; a 43% lift in conversions vs. average of other emails sent during 2015 “Days of Savings”; and a 37% lift in conversions over the 2014 Cyber Monday email.

Contributors:

Executive Vice President, Chief Creative Officer, Partner:	Alan Blose
Vice President, Group Creative Director:	Todd Chambers
Senior Copywriter:	Zoë Courtman-Smith
Designers:	Leslie LeCroy, RJ Paulisick
Project Manager:	James Williams
Account Service:	Jana Ferguson, Joshua Hecht, Brooke McDaniel, Heta Jangla, Jessica Flake

BKV

Location: US