Case Study: Telstra achieves 21.5% incremental revenue lift and 14% higher customer engagement with Oracle Marketing Cloud

Telstra Makes Meaningful Connections for Deeper Customer Relationships

Telstra, Australia’s leading telecommunications and media company, rethought its flagship monthly newsletter, Keeping In Touch (KIT), which was being sent as a single version to roughly 3.5 million customers. Seeking deeper one-to-one relationships and better upsell opportunities, Telstra needed to move beyond broad broadcasts and use customer data to deliver more relevant, segmented communications.

Using Oracle Marketing Cloud, Telstra relaunched KIT with a vibrant, dynamic design and articles populated dynamically based on contract, history, products, propensity, interests and behavior, plus quick-access tools and polling for feedback. The first issue drove more than 20,000 logins, nearly 500 app downloads and ~300 bill-notification activations, and produced a 21.5% lift in incremental revenue, a 16.8% uplift in new services, a 14% increase in engagement (189,000 unique clicks) and a click-to-open rate above 30%; ongoing testing and behavioral targeting continue to refine results.

Telstra

Wilhelm De Salvo

Senior Digital Channels Specialist