BT
New to TV responsive emails
BT came to Zone regarding their inconsistent and disjointed early life customer journey, looking for us to help them retain their customers – in particular within the first six months when many customers churned due to issues such as being unable to connect successfully, not being able to find relevant information they needed easily and being unclear as to what it was they had purchased and what was included in their packs specifically – subsequently resulting in high early life TV churn and low engagement with BT TV.
The bigger picture – Although for this project we are focusing on the ‘New to TV’ journey, we needed to bear in mind that this is part of ‘New to triple’ and ‘New to dual’ too so as well as BT TV we also had Broadband and Mobile in the backs of our minds ensuring that the creative would work for those too further down the line.
Email best practice – Sticking to email best practices in our email designs was essential – including bulletproof buttons, 16pt body copy and live text throughout.
Simple – Simple is one of BT’s personality traits and we believe that the New to TV emails should be just that – simple, clear and to the point.
We would test the automated email welcome programme using targeted video, social integration and image-led design with clear call to actions. The theme of the emails was 'Get ready to...
Explore – Create excitement
Connect – Make set up easy
Watch – Facilitate exploration
Welcome – Welcome to BTTV and highlight key content for that week which would then be sent out as a regular email on a weekly basis
Reduced help calls by 10%, increased BT TV app downloads by 83% and increased set top box connection by 8%
(Tested with 35% of existing broadband customers who added TV on the Entertainment Plus package).
