FOXTEL wanted a more cost effective method of communicating with subscribers and a way to customise the content based on the subscribers chosen package. This would lead to a stronger understanding of what they are purchasing, leading to a higher perceived value and lower customer cancellation rates.

After ordering a FOXTEL installation, subscribers are mailed a Welcome Pack that includes details such as installation time and date and the package purchased, plus general information on FOXTEL. FOXTEL wanted a more cost effective method of communicating with subscribers and a way to customise the content based on the subscribers chosen package. This would lead to a stronger understanding of what they are purchasing, leading to a higher perceived value and lower customer cancellation rates.

Objective

• Increase prospect conversion to purchase
• Reduce customer churn
• Reduce cost of sale

Key Insights

• Household influencers don’t fully understand the FOXTEL value proposition
• Communicating quickly is essential to maintaining a prospect’s interest
• Information packs arrive too late – sometimes after installation has been cancelled

Strategy

FOXTEL uses automated emails to strengthen conversion to purchase

• Respond to interest quickly by communicating via email immediately after interest is registered
• Clearly communicate the value proposition using customised content
• Maintain contact through the subscription process by engaging the prospect in a two way communication

Solution

• An automated and customised email is sent to prospects within 24 hours of registration that is:
• Personalised with first name, installation time and date
• Customised based on the chosen package including package details, confirmation, value proposition and program highlights
• Recipient can request a reminder email or SMS from FOXTEL sent the day before installation
• The system is fully automated, driven by an integrated daily feed of data from FOXTEL

Results

• Reduced costs by 65%
• Cancellation rate was reduced by 35%
• Conversion to purchase increased

"Permission have proven to be a valuable strategic partner across a broad range of areas to do with Email Marketing. They have demonstrated in practice that they are industry leaders in Email Marketing."
Lorelle Yee - Subscriber Marketing Manager