BT are incredibly active with both acquisition and retention programmes, in a highly competitive telco environment. Their database is a constant source of up to date information, down to a clear knowledge of possible churners, loyalists and active customers.  

Their first retention campaign began in January of this year. The campaign brief was to encourage 11% of their current client base to resign their BT contract for 12 months. Using their well segmented database, BT could identify the customers who had a high propensity to churn.

BT wanted to offer a compelling reason for customers to resign and stay with BT. A range of 50% discount offers were incorporated tailored for the wide range of customers who were on different phone and broadband bundle packages.

A Personalised Direct Mail piece was sent to this target audience. Clean, clear messaging was used in this piece in order to communicate the great reward offers from BT and to communicate that BT also valued their business.

The response rate exceeded expectations and targets with a high response rate of up to 27%.