Using JICMAIL+ to test BT EE’s Summer Sale Campaign

BT EE were running an acquisition campaign for their broadband services in the summer of 2024, using Direct Mail as their primary channel. The campaign was targeted at three different playing fields, which were a geo-targeted segment based on which current broadband provider they used.

While standard response metrics were available for campaign reporting, BT EE wanted to add further depth to their understanding of campaign effectiveness by exploring how engaged recipients were with the mailer. Assessing how frequently recipients interacted with the BT EE mailer, how much attention they paid to it, how long they held on to it for, and what other additional commercial actions they took with the mail item were key to unlocking enhanced effectiveness insight.

To help BT EE with this challenge, JICMAIL proposed using a brand new measurement solution – JICMAIL+ - which leveraged the core JICMAIL panel managed by Kantar to provide mail effectiveness metrics at the campaign level.

Download the Use Case now to see how JICMAIL, Digitas, Go Inspire and BT EE worked together to test this new mailing on the JICMAIL panel and help inform their campaign decision making. 

Using JICMAIL+ to test BT EE's Summer Sale Campaign

.pdf 360934

Download